Don't Blow Your Life Away

Background

Trident was concerned that people are starting to carry guns from an increasingly young age. The aim of this year's campaign therefore was to dissuade 13 to 19-year-olds from turning to gun crime. The insight for the campaign came via in-depth behavioural research, which demonstrated that offenders were less concerned with how their gun crime affected the victim, or the victim's family, than how a prison sentence would impact their own lives. The selfish grim reality of no PlayStation, no shops and no sex was found to be the most compelling deterrent against turning to gun crime.