ADVERTISING CAMPAIGNS

2008/09 Advertising Campaign

'Respect. You don't need a gun to get it' is the message of Trident's latest publicity campaign. Trident, the Met Police partnership with London's black communities, has teamed up with MTV and influential black role models including singer Estelle, Olympic Gold medallist James De Gale and Apprentice winner Tim Campbell, to demonstrate to young people ways of getting respect without a gun.

Kiss and Choice radio advertisements

Choice FM Radio Advert - Hotsteppa [WAV - 6MB]
Choice FM Radio advert - Masterstepz [WAV - 6MB]
Kiss FM Radio advert - Rickie Haywood-Williams [MP3 630KB]
Kiss FM Radio advert - Shortee Blitz [MP3 629 KB]

Television advertisement

Please click the following links to watch. You will require Apple Quicktime or Windows Media Player to view this video

Ashley Walters MTV advertorial [WMV format - 3MB]
Estelle MTV advertorial [WMV format - 3MB]
James DeGale MTV advertorial [WMV format - 3MB]
Laban Roomes MTV advertorial [WMV format - 3MB]
Tim Campbell MTV advertorial [WMV format - 3MB]

Press release

View the press release for this campaign

2007/08 Advertising Campaign

The 2007/2008 advertising campaign is targeting 13 to 19 year olds in a bid to dissuade them from becoming the gunmen of the future. The campaign features radio and TV ad's produced from real prisoners views to bring the message home: "Don't blow your life away."

Kiss and Choice radio advertisements

Radio advertisement, "Clocks" [WAV - 6MB]
Radio advertisement, "Walls" [WAV - 8MB]

Television advertisement

Please click the following links to watch. You will require Apple Quicktime or Windows Media Player to view this video

'The Cell' TV Advert [MPG - 14MB]
'The Cell' TV Advert [MOV - 5MB]

2006/07 Advertising Campaign

Since Trident was set up, advertising and press activity have been at the core of its strategy to help keep members of the black community (and Londoners in general) informed about Trident issues, news and successes. The advertising helps to keep Trident issues at the forefront of people's minds. The 2006/07 campaign is shown below.

Kiss and Choice radio advertisements

Roll Deep's latest track "Badman" is a message to those who might have been seduced by the glamour of guns. The video, directed by Jake Nava (famous for Beyonce's "Crazy in Love" video), highlights the grim reality of gun crime, its effects on people's lives and the endless cycle of violence it promotes.