"Tackle Gun & Gang Crime Creatively" is being run in partnership with a local school, the Lambeth Academy, and will initially focus on the Notre Dame estate in Clapham, where the teenager Billy Cox was shot dead earlier this year.
The initiative will challenge year nine and ten students from surrounding schools to create a TV ad that will help reduce gun crime in their neighbourhood.
The team with the best creative idea will be given work experience at Quiet Storm and see their commercial being filmed and edited. The ad will then be shown at an event in November.
Robinson hopes to roll the initiative out across the rest of London, and then nationwide, drafting in professional black role models to take part.
He said: "Something needs to be done about what's happening in Britain at the moment. I hope that by giving this opportunity to young people, we can enable them to get out of the environment which makes them turn to gangs."
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