The London Borough of Brent has launched a new burst of advertising under its anti-gun and knife crime initiative, Not Another Drop, after a violent start to the year across other parts of the capital.
The campaign, created by Wunderman, aims to discourage kids from getting involved by using stickers on mirrors to highlight the reality of getting caught up in gun and knife related violence. Stickers that reflect a large, solid black ‘X’ on the reflection of people looking into the mirror will be placed in shops and pub, club and school toilets.
It aim to target children aged ten years old and upwards and will also be supported with an outdoor and local and regional London press campaign.
Superintendent Simon Corkill, from Brent Police and chair of the Not Another Drop Steering Group, says: “The campaign is concerned that a small number of people are starting to carry guns and knives from an early age. This is why this particular campaign is aimed at people as young as ten years old.”
The Not Another Drop campaign was launched after eight people were shot in Harlesden between 1998 and 2001. Brent is also part of Operation Trident, the Metropolitan Police campaign on gun and knife campaign among the black community.
In 2007, 27 teenagers will killed in London with a majority of incidents related to knife crime although eight deaths were the result of shootings. Two teenagers have been killed in stabbings in London since the start of the year.