The campaign consisted of six separate commercials. Unlike conventional radio ads, each commercial sounded like a voicemail message that had been left on someone's phone. They were unbranded, so that the audience thought they were listening to genuine, authentic messages.

All six messages were played out during one commercial break but they were inter-cut with other ads during that break. The sixth and final message then revealed that the ads were actually from Trident and the Met Police warning women not to get involved with guns.Based on a real life story, we created a radio campaign that demonstrated how quickly someone’s life can change when they become involved in gun culture and end up hiding a gun.