Straight-to-the-point thinking is essential for any poster. For this message it was absolutely crucial. So there’s the message: a phone can stop a trigger being pulled. Clear, unfussy art direction shows a gun without making it look sexy and desirable. And minimal copy is used to talk to an audience who may not be enthusiastic to read too much.

Measuring the success of the campaign is difficult. Phone calls are confidential to ease the justifiable fears of people giving evidence. But if one call was made and a single life was saved, it’s been a success. The campaign was given huge coverage in both national and London based newspapers. And Lee Jasper, the London Mayor's Advisor on Race and Chairman of the Trident Independent. Advisory Group, said "Market research shows that advertising makes a difference in encouraging community engagement and Trident is getting the message across to the black community that ringing Crimestoppers could save a life."