Met Police Operation Trident by Miles Calcraft Briginshaw Duffy

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Last year, the Metropolitan Police's gun crime initiative Operation Trident, which tackles black-on-black gun crime, saw 420 firearms and 217 kgs of class-A drugs seized. The success of the operation relies heavily on people reporting the perpetrators of the crime. Miles Calcraft Briginshaw Duffy has created a multimedia campaign to encourage people to contact its anonymous free phone line Crimestoppers. The campaign is built around a cinema ad, which follows two young men around a housing estate with one of them leaving a bloody mark wherever his hand falls, to communicate the message that people who don't report gun crime have blood on their hands. It is supported by activity across TV, radio, black community press, music magazines and flyers at London nightclubs.

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Released: 07 May 2005

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Credits

Project
Met Police Operation Trident
Brief
Encourage Londoners to call Crimestoppers with information about gun crime
Client
Luke Knight, Trident campaign manager, Metropolitan Police Service
Creative agency
Miles Calcraft Briginshaw Duffy
Writers
Malcolm Duffy, Richard Stoney, Angus Wardlaw, Jeremy Carr
Art director
Paul Briginshaw, Dave Hobbs, Alexei Berwitz, Kerry Roper
Director
Tom Carty
Production company
Gorgeous
Planner
Andy Nairn, planning director MCBD
Exposure
London cinemas, TV, radio, black community press, music magazines, flyers at London nightclubs
Media
MediaCom
Media Planner
Matthew Buttrick

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