Our brief was to confront the perceived glamour of gun culture amongst 11-16 year-olds in London’s black community. In order to reach our audience through channels they would respect, we commissioned and briefed Roll Deep, an underground grime collective to make a track. The track ‘Badman’ was played in underground clubs which led to it being aired on pirate and mainstream radio stations. 6 weeks later, we released the music video which appeared on music stations and online. This facilitated sharing amongst the audience leading to over 400,000 online viewings. Thanks to the campaign, traffic on the integrated stoptheguns.org website saw a 1000% uplift.