UK police - GUN CRIME PSA

‘you only get one shot…’

The brief, in brief

Gun crime in the UK is on the rise, especially among younger people - and the police needed to reach out to these disaffected youths on social media, without seeming condescending (or worse, cringe-inducingly uncool).

A key insight is that many young people see gun crime as a way to elevate their lives - their one shot at a life of luxury. As such, I scripted a grime-inspired poem, talking about all the glitz and glamour that young people crave - juxtaposed with the bleak realities of owning and firing a weapon.