A rising tide of youth violence has created conditions where more weapons violations are happening than ever before. There were 10,000 firearm violations in 2007 alone. Given these circumstances, Channel 4 wanted to draw attention to the Street Weapons Commission and its own season of films in the most striking way possible. By taking the phrase 'hand guns' and translating it literally, 4Creative was able to show how kids were being drawn into a cycle of violence that they were too young to understand. The campaign also sought to explore the very real grief that is felt by the victims, yet is rarely reported. The filmmakers sought to depict realistic acts of extreme violence (which brought home the point of just how easily firearms kill), and the harrowing aftermath of these acts (which showed how irrevocable they are), all through the device of a children's game.