The Trident advertising campaign, which encourages people with information about the perpetrators of gun crime to come forward, will target five London boroughs: Brent, Hackney, Haringey, Lambeth and Southwark where gun crime is particularly prevalent.
Commander Dick said: "Gun crime is a very serious problem for all Londoners. Trident officers have investigated over 100 different shootings so far this year - this means that more than 100 families and numerous other individuals have been affected."
"Every time there is a shooting at least one family is affected. This means that many peoples' lives, especially those of the victim's family, are changed forever. Over time these negative effects can be catastrophic, both individually for the people involved, but also collectively for the long-term strength of communities."
Lee Jasper, Chair of the Trident Independent Advisory Group, welcomed the campaign and said: "Gun violence has a devastating effect on communities and families in particular. This advertising campaign, produced in partnership with the Independent Advisory Group representing London's black communities, emphasises the impact of gun violence for normal everyday people. It gives a message that people can do something positive by providing information to Operation Trident and that communities who support each other in this way can, and will, change things for the better."
Reverend Ivelaw Bowman from the Independent Advisory Group said: "Trident is currently the best hope we have of solving gun violence and community support is vital in continuing the success which has already been achieved."
Commander Dick added: "By perpetuating violence, the gunmen are prejudicing the futures of children from these communities. A vicious cycle is created, with children growing up in an environment where gun violence is all too common. The families of gunmen are also changed irreparably and that is why I am particularly appealing for mothers, girlfriends or any other community members with information which could help, to contact Operation Trident or, if they want to remain anonymous, call Crimestoppers on 0800 555 111."
The new campaign features a radio presence, street posters, posters in hairdressers, and partnerships with a range of music titles.
Media Execution
The Metropolitan Police Service used communications to tackle black community gun crime in London. Working together, MCBD and MediaCom developed a three-year strategy for engaging streetwise black males, aged 14-24, in selected London boroughs. Using the rallying cry "Stop the guns", communications dramatised the devastating effects of gun crime, encouraged people to come forward with information and challenged the glamorous imagery surrounding guns. Creative media was central to the strategy, incorporating everything from petrol pumps to a music video. As a result of all this activity, calls with intelligence on gun crime were boosted by 86% and hundreds of thousands of young people were engaged with the campaign. Overall, there has been a sea-change in community attitudes, helping reduce gun crime in London by 15% since the campaign began
http://www.stoptheguns.org/
2007 IPA Effectiveness Award Winners
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