VOICE MESSAGE by 750MPH, AMV BBDO London for The Metropolitan Police

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VOICE MESSAGE

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Industry Public Safety, Health & Hygiene
Media Radio
Market United Kingdom
Agency 750MPH
Agency AMV BBDO London
Released August 2010

Credits & Description

Category: Best Use of Radio as a Medium
Advertiser: METROPOLITAN POLICE
Product/Service: CRIMESTOPPERS ANONYMOUS CRIME REPORTING
Agency: ABBOTT MEAD VICKERS BBDO
Production Company: 750MPH, London, UNITED KINGDOM
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANSWERING MACHINE: You have one new message.SFX: BeepFVO1: Wagwan girl. Oi, some proper bad boy drawed me last night. He’s called J-man, you must have heard of him? Holla at me, yeah?ANSWERING MACHINE: You have one new message.SFX: BeepFVO: Where you at? J-man is proper on me. He’s asked me to hide his strap. Well worried about it though, what should I do?ANSWERING MACHINE: You have one new message.SFX: Beep; nightclub ambienceFVO: Yo. I’m at the club with J-man and his boys. I think there’s gonna be beef coz he asked me to bring his strap. Holla at me, see.ANSWERING MACHINE: You have one new message.SFX: BeepFVO: Girl, J-man just shot at someone. I’m gonna hide his strap at my yard. He says police will never come there. I’m scared, call me.ANSWERING MACHINE: You have one new message.SFX: Beep; sirens; banging on the doorFVO: Girl, the police is outside. J-man ducked out and his strap’s still here. MVO: Police, open up. FVO: They’re gonna kick the door down man. You gotta help me.ANSWERING MACHINE: You have one new message.SFX: BeepFVO: Hi, it’s me. The police is charging me with possession coz they found the gun at my yard. Girls get the same sentence as boys. I’m getting locked up for 5 years, girl... 5 years! (Crying)ANN: These messages were based on real life stories. Hide a gun and you help commit the crime. If you have any information about gun crime call the Crimestoppers charity anonymously on 0800 555 111. Trident. DropTheWeapons.org.
Brief Explanation
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.