Euro ads support gun amnesty

The Government is trying to hold back the rising tide of gun-related crime in Britain's towns and cities with new advertising encouraging people to hand over weapons without fear of prosecution.

The press, radio and online campaign created by Euro RSCG Wnek Gosper supports a "firearms amnesty" that runs between 31 March and 30 April.

Under the theme "Get guns off the streets", the campaign aims to take the glamour out of the gun culture by linking gun ownership with danger and death.

The advertising is intended as a response to the 97 deaths and 558 serious injuries resulting from crimes involving firearms in the UK last year.

Mike Davis, the Euro RSCG executive director, said: "We believe it will not only prompt the handing in of illegal firearms now, but help shift longer-term attitudes about gun culture also."

MediaCom is handling media buying and planning for the campaign, which targets parents, teachers and young adults in the largest conurbations as well as anybody who owns a gun illegally or knows somebody who does.

The print campaign was art directed by Olly Caporn and Brett O'Connor and written by Dom Gettins and Ronnie Wishart. The radio work was produced by Steve Meredith and Ray Brennan.