Operation Trident 'box' by Miles Calcraft Briginshaw Duffy
The Metropolitan Police has launched an anti-gun crime campaign, as part of its Operation Trident initiative.
The centrepiece of the campaign, which includes press, radio and online activity, is a hard-hitting 60-second TV spot that warns teenagers not to blow their lives away.
The TV ad is based on the testimonies of real prisoners serving long sentences for gun crime.
Created by Miles Calcraft Briginshaw Duffy, the campaign is targeted at 13- to 19-year-olds and includes a replica prison cell, which will tour the five boroughs of London where gun crime is at its highest.