GUN AMNESTY: WAYNE

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Released:	January 2008
Advertiser:	THE METROPOLITAN POLICE
Brand name:	GUN AMNESTY
Agency:	MILES CALCRAFT BRIGINSHAW DUFFY
Country:	United Kingdom
Category:	Public health & safety
Tags:	London

Credits:

Advertising Agency: MILES CALCRAFT BRIGINSHAW DUFFY, UNITED KINGDOM, London
Executive Creative Director: Paul Briginshaw/Malcolm Duffy
Scriptwriter: Nick Bird/Lee Smith
Agency Producer: Alexis Meyers


Script in English
FVO: I had a gun. But it was stressing me out having it. So I went and handed it in to my local police station. You can too until the 17th of February. I'm tellin' you it's a relief. Oh yeah, and when you do, it's all done totally anonymously. You see, my name's Wayne and I'm a 19 year old from South London.

ANN: If you have a gun – real or imitation – hand it in anonymously at any London police station today.
Metropolitan Police. Working together for a safer London.

Brief Explanation
Imitation weapons in the UK are a particular problem, and are used in up to 50% of all armed crime. The Met Police reduce these via month long gun surrenders whereupon guns can be handed in with ‘no questions asked’. The creative idea was to highlight the anonymous nature of the gun surrender. We emphasised the idea of anonymity by using an old lady talking about how she handed in her firearm. The end reveals that the person in question was actually called Wayne, a 19 year old from South London.