We needed a Big Idea that captured the interest of the media and the general public to ensure that the proliferation of small arms was put back on the political agenda.The idea developed was a simple DM piece in the shape of a handgun that carried the message about the dangers small arms posed on society and the world. The handgun DM piece was distributed in clothing outlets, partly concealed in the pockets of jeans.

The story was headline news on all the major networks the day the initiative was launched.The Government was forced to offer a response as to what they were doing to try and curtail the proliferation of small arms in the region and what their stance was on semi-automatic handguns.The issue of banning semi-automatic handguns was forced back on the political agenda.