Our brief was to discourage teenagers from getting involved in gun crime by communicating the devastating consequences. The creative idea developed was “Don’t blow your life away”, focusing on the real things people miss out on if they’re sent to prison. The missing-out message was conveyed through showing a young prisoner talking about things he misses from the outside world in a Crime Watch-style interview. Whilst speaking, his words come to life in disturbing flashbacks, such as his shadow morphing into his Mum whilst he talks about her. The ad aired on music stations such as MTV Base and Channel U.