Home Office plots ad drive to tackle youth gun crime

Jacqui%20Smith%20Home%20Secretary%20The Home Office is preparing to launch a nationwide communications strategy on gun crime, in what will be seen as the Home Secretary Jacqui Smith’s first attempt to demonstrate to the public how the Government is tackling the issue.

The launch follows the ≠creation of the Tackling Gangs Action Programme, announced in September by Smith, which has a particular focus on reducing the use of firearms by youths as part of gang-related activity.

It is understood an advertising brief is being put together, and will target London, Liverpool, the West Midlands and Greater Manchester – the four major areas where more than half of all gun crime is committed. The Government is also keen to use the campaign to target teenagers and halt the rising tide of knife attacks.

A spokesman for the Home Office says: “We are still considering the best use of communications regarding this issue, and we are not yet in a position to talk about finalised campaigns or communications.”

Insiders say the communications brief is still being discussed with advertising agencies, as the Home Office would like to emulate the success Metropolitan Police advertising campaigns have had as part of the Trident campaign.

The Trident campaign, created by Miles Calcraft Briginshaw Duffy, most famously used a video-style creative, called Knife City, to appeal to hard-to-reach teenagers. The video used imagery in the style of a computer game, and tried to ram home the point that carrying knives can destroy lives (MW December 8, 2005).

It is thought the advertising brief for the high-profile Home Office campaign will not go through COI.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here