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Last year, the Metropolitan Police's gun crime initiative Operation Trident, which tackles black-on-black gun crime, saw 420 firearms and 217 kgs of class-A drugs seized. The success of the operation relies heavily on people reporting the perpetrators of the crime. Miles Calcraft Briginshaw Duffy has created a multimedia campaign to encourage people to contact its anonymous free phone line Crimestoppers. The campaign is built around a cinema ad, which follows two young men around a housing estate with one of them leaving a bloody mark wherever his hand falls, to communicate the message that people who don't report gun crime have blood on their hands. It is supported by activity across TV, radio, black community press, music magazines and flyers at London nightclubs.