"Not Another Drop" is an initiative by Brent Council and Crime Stoppers to tackle gun and knife crime in the borough. After a violent start to the year across many parts of the capital, the brief was to generate a campaign that would highlight the reality of getting caught up in gun and knife related violence, and dramatise to young people living in the borough that unless they report guns and knives to the police they could become the next victim.

The budget was £6000 and the launch location was a series of local barber shops, pubs and clubs in the Harlesden area.We used ambient media so that the person standing in front of the mirror would look down and see a target in the middle of their chest, dramatising that they could easily be the next victim of gun crime unless they help us stop it.

The campaign has been in many national and regional newspapers including The Evening Standard, The Guardian, The Times and Marketing Week among others.The campaign was also the subject of debate on many London radio stations, including Capital Radio and LBC.When interviewed by LBC, Chief Superintendent Simon Corkill said '...This is a campaign that should make a difference...forcing people to stop and consider that their own life could potentially be at risk…’The publicity value has been estimated at £100k, from a budget of £6k.

An ROI of 16 to 1.