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Phonesites, the outdoor media owner, is displaying the latest ads

for the Metropolitan Police across its 170 BT payphones.

The month-long outdoor campaign, entitled ’Trident - targeting gun

crime’, was planned by MediaCom and bought by outdoor specialist

Posterscope.

Phonesites said the StreetSite ads are designed to capture the attention

of gangs and violent youths.

The Metropolitan Police is hoping the ads will also generate public

awareness in the fight for gun disarmament.

Teaser ads were launched on 18 July on payphones throughout Lambeth,

Brent, Hackney, Southwark and Harringey.

The one-week teaser push featured the Trident logo, which was designed

to resemble graffiti. The second creative was revealed on 24 July.

Nikki Redmond, publicity officer at the Metropolitan Police, said: ’It

was important that the campaign’s core message was not revealed until

there had been a bit of a stir created by the teaser. We thought the

creative had a streetwise feel to it and the StreetSites reflected

this.’

She added: ’Putting the message in a highly populated, high-street

environment creates an impact and makes people think about the terrible

implications of guns becoming a part of everyday life in Britain.’