Anti-handgun campaign targets matriarchs of crime families

A campaign on behalf of Crime Stoppers aims to persuade family matriarchs to anonymously tip-off the authorities about illegal handguns.

The 30 second ad, running online with the possibility of running on television if funding can be found, has been created by Sydney production company True Pictures and ad agency First Light.

The ad features a mother making breakfast at home when she looks up to see her son on the news, having been shot by a mate.

The anti-gun campaign is called  Operation Unification, and is backed by Crime Stoppers, NSW Police and the Federal Government.

First Light owner Peter Price, who is also chairman of the board for NSW Crime Stoppers and vice president of Crime Stoppers internationally, created the campaign pro-bono, and said the premise of the ad was to reflect real life situations.

“The strategy was to appeal to the matriarch of the family on the basis that if they know that their male counterparts – brothers, sons, nephews, husbands, fathers – have an illegal handgun they can call Crime Stoppers and have it confiscated without any fear of retribution.

“Here’s a situation where a mother is going about her business making breakfast on a normal day and she knows her son is up to no good then she look up and sees her son on the news, on the ground, under a tarpaulin.”

“This is all about trying to show the truth of it; not what might happen but what is happening.”

The campaign encourages the public to report illegal handguns to Crime Stoppers over the phone or online.

First Light Operation Unification


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