Working with The Met Police, Trident has signed up black role models such as singer Estelle, Beijing Olympics gold medal boxer James De Gale, The Apprentice winner Tim Campbell, Dragon's Den entrepreneur Laban Roomes and actor Ashley Walters to front the campaign.
TV ads will run across MTV Networks and an online campaign will appear on MySpace. The Met will also use Blyk, the mobile phone network which targets young people. Some of the role models will lead a series of workshops for young people being held across London. There is also a tie-up with Choice and Kiss FM.
Trident and The Met has worked closely with MTV sales house Viacom Brand Solutions on the campaign. The project is part of the broadcaster's 'Force For Good' campaign - an initiative that offers to match advertising investment pound for pound for organisations that seek to promote social good.
Detective chief superintendent Helen Ball, head of Trident, said, 'We have moved on from traditional adverts and are using black role models who can influence our communities. We are also using online media, text messaging and workshops as new and innovative ways to get our messages across.'
Viacom Brand Solutions director of partnerships Daniel Salem, added: 'With gun and knife related issues recently dominating the headlines, this is a very important campaign. MTV is the ideal platform through which to educate teenagers on the issues of gun crime - and to teach them there are other choices for them - with the hope of bringing about positive change.'
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