Metropolitan Police targets black communities with Trident ad blitz

The Metropolitan Police is launching an ad campaign to raise awareness of Operation Trident, its anti-gun-crime initiative for London's black communities.

The ads, created by Miles Calcraft Briginshaw Duffy, launch this week.

The campaign comprises radio, press, outdoor and ambient executions and focuses on London boroughs targeted by Operation Trident: Brent, Hackney, Haringey, Lambeth, Newham and Southwark.

The outdoor and press elements are designed to raise the profile of Trident among community leaders, families, young people and those on the fringes of serious drug and gun crime.

One 48- and six-sheet execution shows a pistol's trigger blocked by a mobile phone. Copy reads: "Stop the guns."

Ambient executions will appear on petrol pumps, with copy such as: "The only trigger that should be pulled in Hackney." Flyers will also be distributed at night clubs in Operation Trident boroughs.

All elements of the campaign also carry the Crimestoppers phone number.

The ads were written by Richard Stoney and art directed by Dave Hobbs.

The campaign was photographed by Alan Mahon. Media was handled by MediaCom.