The brief was to de-glamorise gun culture among 11 to16-year-olds in London's black community. To reach our audience through channels they respect, we briefed London grime collective, Roll Deep, to tell the story of Badman, a youth who ruins his life by getting involved with guns. We sent 500 white label records to influential DJs, leading to airtime on pirate and mainstream radio stations. The track was downloaded through MySpace and other key websites onto PSPs, iPods and mobiles. Six weeks later, we released the music video, which visualises the consequences of gun crime, remaining unbranded until the last moment. It was distributed across music stations, online and available to download to facilitate sharing among our target audience.
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