Brief Description: 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 have increased, and Trident officers seized 908 guns in 2007, more than the previous four years combined; ---(TAGS)--- Full Title: Making a small budget go a long way; Number: 2008/42; Brand: Trident (Metropolitan Police); Client: Metropolitan Police Service; Product Category: Government Departments (Public service information campaigns) ; Health & Social Services (Emergency services); Agency: MCBD; Author: Andy Nairn, Matt Buttrick, Duncan Snowden; Prize Winners: Bronze (Adworks ref: Advertising Works 17 Summary)