This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun crime's profile and create a genuine debate, help win over the black community, encourage people to come forward with information and challenge the glamorous imagery surrounding guns. The media used included press relevant to the target audience, TV, cinema, posters, radio, sponsorship, and online, supported by a specially-recorded track by Bad Man. Considerable editorial coverage resulted, and by 2006-07 gun crime in London had fallen significantly.