To combat one of the worst years of gun violence in the history of the city of Toronto, Canada, the Toronto Police Department's Crime Stoppers unveiled some PSA radio and print ads.
DDB Canada and an impressive list of 19 media and print production partners joined forces, donating resources and media space to make the campaign possible. The total estimated value to date of the PSA campaign is approximately $500,000.
The focus of the ad campaign, "Cash For Guns", is on those who have information about illegal or crime-related handguns and offers up to a $500 cash reward for information leading police to these guns.
The edgy out-of-home and print executions show a giant, over-sized handgun hiding between two mattresses, inside a dumpster and in a car trunk. The tagline,