Trigger Change - Community Safety / Firetrap

Livity were challenged to find a strategy to help unite the local community against rising levels of gun crime. ‘Guns Out’ challenged young people aged 10-21 to write a positive slogan expressing anti-gun sentiment. “Trigger Happy? We ain’t laughin’” was the winning entry from 19-year-old Ronnie Mckay, who went on to work with top fashion designer Wale Adeyemi to design his slogan onto an exclusive Firetrap t-shirt. The results were rocked in public by Trevor Nelson, Lady Sovereign and Lethal B, who all featured in a mini-mag distributed across key south London locations. 500 t-shirts were also collected by winners who responded to a text-to-win competition in the mini-mag. Simple, effective and street-level.