Campaign Media Awards 2007: Best Public Sector and Charities Campaign

Title: Met Police Operation Trident Stop The Guns
Media agency: MediaCom
Media director: Chris Binns
Media planner: Matt Buttrick
Creative agency: Miles Calcraft Briginshaw Duffy
Creative directors: Paul Briginshaw, Malcolm Duffy, Danny Hunt, Gavin
Account planner: Andy Nairn
Client: Metropolitan Police Service
Brand: Operation Trident
Marketing director: Jo Ward
Media brand managers: Luke Knight, Minaxi Patel

With evidence showing that younger teenagers were getting sucked into gun crime, there was a need for the Met's Trident campaign to speak to 11- to 16-year-olds and shatter the myth that guns are glamorous. The Met went with a risky strategy of commissioning an anti-gun song, called "Badman", by the grime act Roll Deep. It was launched without any Trident branding to club DJs and Roll Deep's 30,000 MySpace friends, among others. Only six weeks later was it revealed that Trident had been involved, but the song was a hit. Traffic to Trident's stoptheguns.org website increased dramatically when it released the video, and media partners such as Kiss FM and Choice FM were involved with competitions and downloads.