More than 40,000 weapons and 500,000 rounds of ammunition were handed in as a result of COI Communication's Gun Amnesty campaign. Targeting 15- to 34-year-olds, radio was the sole above-the-line medium. Endorsements from the likes of Miss Dynamite and David Blunkett were used as well as live reads from DJs. A confidential hotline was promoted on-air and amnesty information given on radio station websites. Also, school children were invited to design an anti-gun poster that was displayed on the side of a bus.
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Title: Dispelling the Myths
Media agency: OMD UK
Media director: Faye Campbell
Creative agency: BMP DDB
Creative directors: Jeremy Craigen, Ewan Patterson
Account director: Nigel Beard
Account planner: Laurence Parkes
Client: Crusaid
Brand/product: Crusaid
Marketing director: Alison Heyes
Using the guise of a club promoter, Crusaid aimed to dispel the myths surrounding HIV and Aids. Following the habit of clubbers, the charity bought ads in Mixmag, posted imitation flyers and ran ads on Kiss 100 FM. Thursday nights (favourite night of the week for 16- to 24-year-olds, according to research) were selected for a promotional SMS campaign with Kiss. On World Aids Day, activity included posters in club washrooms and condoms giveaways.
