Kerry Roper
Head of Design at Hungry Man
London, United Kingdom
TitleBullet Hole Through Magazine
Campaign Bullet Hole Through Magazine
Advertiser The Metropolitan Police Service
Brand Metropolitan Police Service
PostedApril 2005
Business Sector State Employment, Forces & Police Recruitment
Philosophy The bullet hole in the magazine showed graphically and un-missably that a single bullet can rip through many lives. The final insert on the inside back cover means that the intrigue built up on every page is resolved, shockingly, after the reader has seen person after person affected by the bullet.

The magazines were left in barber shops in five Trident Boroughs in London, as they are places where the target audience spend a disproportionately high amount of time. This also meant they had a long life, and that the audience was multiplied.
Problem Within London's black community, the number of guns, and consequently the number of shootings, have reached horrific proportions. Operation Trident is the Metropolitan Police's established unit for dealing with these crimes.

The goal was to emphasise that calling the confidential telephone line to report weapons could make a difference in real terms. In short, with fewer guns on the streets, there will be fewer deaths.
Result Measuring the success of the campaign is difficult. Phone calls are confidential to ease the justifiable fears of people giving evidence. The campaign was given huge coverage in both national and London based newspapers.
Media Type Direct Mail
Market United Kingdom
Art Director
Creative Director
Creative Director
Account Director
Head Of Publicity

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