Trident - "Box"

Dare

Dare London, Royaume-Uni

Awards

9677

Cette création fait partie de la Collection Act Responsible

Marque: Trident
Pays: Royaume-Uni

Annonceur: The Metropolitan Police Service

Titre	Box
Agence	Dare
Campagne	Box - Metropolitan Police
Annonceur	The Metropolitan Police Service
Marque	Trident
Date de première diffusion/publication	2007 / 9
Produit	Anti-Gun Crime
Secteur d'activité	Gouvernement et autres institutions
Slogan	Don't blow your life away.
Philosophie	The campaign features radio and TV ads produced from real prisoners views to bring the message home: "Dont blow your life away." Researchers visited prisons and spoke with prisoners to get a real perspective on what they were missing out on most as they served their prison sentences. This campaign was created from those conversations with Category A murderers and those serving sentences for attempted murder, robbery and possession of a firearm, and asks young people to think about the things they would miss out on if they ended up in prison after committing a crime with guns. The campaign TV and radio ads will appear in targeted media and a replica of a prison cell will be toured around venues in the five boroughs of London where gun crime is most prevalent within black communities. The prison cell will enable young people to get a real perspective on what it would be like to be in a prison cell, challenging them to think about all the things they will leave behind if they end up in prison. The campaign will run for four weeks and has been planned in consultation with the Trident Independent Advisory Group, which plays a vital role in helping Trident combat gun crime within the Capital's black communities.Lee Jasper, the chairman of the Trident Independent Advisory Group, said: "Too many of our youngsters have lost their lives as a result of terrible acts of mindless violence. This Trident campaign drives home the point that those who are convicted of gun crime could be facing a lifetime of living locked up in a box. That's locked up in jail while life goes on outside without you. The consequences for you, your family and your friends are not worth thinking about. The message from Londons black communities is clear and simple we say ' Stop the Violence '.
Problème	TRIDENT is launching a powerful advertising campaign today targeting 13 to 19 year olds in a bid to dissuade them from becoming the gunmen of the future.
Type de média	Télévision
Longueur	60 seconds
Marché	Royaume-Uni
Plus d'info	www.stoptheguns.org
Montage	Marshall Street Editors
Directeur de création	Paul Briginshaw
Directeur de clientèle	Ben Armistead
Directeur artistique	Danny Hunt
Producteur, agence	Lorraine Geoghegan
Concepteur / rédacteur	Gavin Torrance
Directeur de création	Malcolm Duffy
Réalisateur	Ben Dawkins
Producteur, maison de production	Janita Appa