Mediacom UK appointed Blazinstar Experiential to handle the live elements for Trident’s new initiative to reduce gun crime in London. The campaign aimed at young, black females in under privileged boroughs of London will feature among other elements a series of radio adverts, which the live activity aims to bring to life.

The radio campaign features the voice of a young girl firstly boasting about her new associations with a well known ‘badman’, which then continues to tell the story of how he convinces her to hide his gun, and eventually ends with her being sentenced for 5 years.

Trident, the Met Police partnership with London’s black communities, has teamed up with MTV and influential black role models including singer Estelle, Olympic Gold medallist James De Gale and Apprentice winner Tim Campbell, to demonstrate to young people ways of getting respect without a gun. They now aim to roll out this initiative in a bid to tackle the problem of girlfriends hiding weapons on behalf of their partners.

The live campaign, set to go live towards the end of October, has involved the distribution of diaries placed in strategic areas around certain boroughs of London. Shaz Smilansky marketing director for BLAZINSTAR EXPERIENTIAL said…

“The idea is for the diaries to look like they have been left in these places by accident. The first 10 pages will feature hand written entries, highlighting some of the issues that are faced by girls caught up in a gang society, along with photos, club flyers and other items. The diaries can then be taken away, and the rest of the pages used by those people who pick them up.”