Our brief was to deglamorise gun culture amongst 11 to 16-year-olds in London's black community and encourage Londoners in gun crime hot-spots to pass on information via the anonymous Crimestoppers service. The perceived glamour associated with guns is perpetuated by a number of sources: from Hollywood films and gangsta rap lyrics to the local, powerful gang members. The truth is starkly different. Far from helping you get 'respect' or into a VIP club, those who get involved with guns are far more likely to end up dead or in jail. Using a chilling shot by Nick Georghiou, 'Morgue' exposes this grave reality. The ad appeared in urban music magazines and weekly newspapers closely targeted at London's black community.
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