The bullet hole in the magazine showed graphically and unambiguously 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 the five Trident boroughs in London, as they are places much of our target market spend a disproportionately high amount of time in. This also meant they had a long life, and that the audience was multiplied.

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. 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".