The campaign, created by Miles Calcraft Briginshaw Duffy, is part of the Metropolitan Police's Operation Trident and will feature press, outdoor radio and ambient activity.
The outdoor and press elements are designed to raise the profile of Trident among the broader community and is being targeted at community leaders, families, young people, and those on the fringes of serious drug and gun crime.
The Met is trying to get over the message that phoning the police will help beat gun crime. A 48-sheet and six-sheet poster features a stark black-and-white image of a pistol's trigger, with a mobile phone positioned to block it from being pulled. The line reads simply "Stop the guns".
Magazine, radio and ambient elements of the campaign are designed to engage young black men, specifically those on the fringes of gun culture, with the ambient media including ads on petrol pumps and flyers, which will be handed out at nightclubs in relevant boroughs.
One of the press ads, spread over three pages, uses black-and-white photography and the game of 'scissors paper stone'. The first page carries the line "stone beats scissors", with two black hands adopting the scissor and stone shapes. The second has "scissors beat paper", with the corresponding image, with the final page carrying "phone beats gun", with the two hands adopting gun and phone shapes.
Radio ads feature the mother and sister of a woman who was murdered by a gunman. They open with the voice of the mother saying: "I died at 11 o'clock on 10th March. That was the moment my daughter was shot."
Michael Pring, board account director at MCBD, said: "A single phone call really could stop a bullet and the campaign dramatises this in a powerful way. Trident is a hugely important initiative, and we're very proud to be playing our part."
All parts of the campaign carry the call to action "Stop the guns. Call Crimestoppers anonymously on 0800 555 111".
Chris Cairns, Trident campaign manager at the Metropolitan Police, said: "Gun crime has a devastating impact on the families and friends of the victims, and working with the communities it affects is a vital part of tackling the problem."
Trident covers the London boroughs of Brent, Hackney, Haringey, Lambeth, Newham and Southwark, where gun crime is at its worst in the capital.
Last year, Trident saw criminals sentenced to a total of 704 years of imprisonment, including 10 life sentences for murder.
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