Making a small budget go a long way (2008)
Campaign: Making a small budget go a long way
Brand: Trident
Client: Metropolitan Police Service
Agencies: Miles Calcraft Briginshaw Duffy, MediaCom
Authors: Andy Nairn, Miles Calcraft Briginshaw Duffy
Matt Buttrick, MediaCom
Duncan Snowden, MediaCom
This shows how the Metropolitan Police Service used creative communications to tackle London’s gun crime problem. Research showed that black teenagers aged 12-16 were susceptible to gun crime’s glamorous imagery so a strategy was developed to demonstrate a different reality. Using the rallying cry ‘Stop the guns’, communications dramatised the effects of gun crime and encouraged people to come forward with information. Creative media was central to the strategy, incorporating everything from bullet hole ridden music magazines to petrol pumps. As a result, calls with intelligence on gun crime have trebled, arrests of offenders has increased, and Trident officers seized 908 guns in 2007, which was more than the previous four years combined.
Judge's Comments:
The Trident campaign used impressive groundbreaking research and demonstrated new learning and great use of media on a relatively small budget.
David Pemsel, Group Marketing Director, ITV