2009 Hide His Gun advertising campaign launched

'Hide his gun and help commit the crime' is the message behind Trident's latest publicity campaign. Trident, the Metropolitan Police partnership with London's black communities, has developed the campaign to target 15-19 year old women of African and African-Caribbean heritage who are increasingly becoming involved in the movement and storage of firearms, on behalf of others.

The campaign illustrates that girls who carry and store guns for others are helping to commit the crime, both morally and in the eyes of the law.

There is also a wider community message which encourages people to come forward with information to Crimestoppers. The campaign uses a combination of powerful imagery on posters and storytelling through radio and cinema advertising to engage with the target audience. The posters are being used across poster sites and on female washroom panels in pubs and bars, as well as being distributed to shops via street teams handing out flyers.