The campaign, created by Miles Calcraft Briginshaw Duffy, features a promo video called 'Badman', which draws on the personal experiences of friends who have been affected by gun crime to explore the negative effects carrying and using a gun can have.
The video, which is aimed at young people between the ages of 11 and 16, is directed by Jake Nava, who was brought up in Hackney before moving to the US to direct music videos for stars such as Beyonce and Kelis. It follows a gang who end up shooting somebody and then start to live with the consequences.
Roll Deep and Nava have formed a partnership with Trident due to their feelings about the need to try to dissuade young people from becoming involved in gun crime and carrying guns.
'Badman' has already received large amounts of airplay on London's youth-orientated radio stations and today the promo gets its first screening at Brixton's Ritzy cinema before it is played across urban and music TV channels.
Roll Deep said: "Gun crime is a serious issue, something we have all faced in the past. The idea of using music to talk to the kids seems an innovative way of trying to push the anti-gun message, and we're pleased to be part of helping to spread the message."
Commander Cressida Dick, in charge of Operation Trident, said: "With so much of popular culture glamorising guns we wanted to subvert the messages associated with it. In doing so we hope to connect with young people through a medium they are open to and understand."
Operation Trident was set up in 1998 to help bring an end to a spate of shootings and murders among young, black Londoners.
Over the last four years the operation has seen an increase in teenagers becoming victims of gun crime. So far in 2006, 31% of Trident's victims have been teenagers, a figure that has been increasing since 2003.
Lee Jasper, chair of the Trident Advisory Group, said: "The 'Badman' music video demonstrates the unique partnership between the Met and the black communities of London that seeks to deter young black people from getting involved in gun crime."
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