Bluetickle masts will be installed throughout December 2007 and the campaign anticipates reaching up to 1000 young people a day who pass the masts on their way to school.
Teens entering ‘Blue Casting’ areas in South London will instantly be sent the anti-gun film to their mobile using Bluetickle technology. The film (acted out by Lambeth young people) graphically shows the deadly consequences of carrying weapons and warns young people against associating themselves with gun crime.
Cllr Mark Bennett, cabinet member for safer communities at Lambeth Council, said: "Using mobile phones is a great way to communicate with young people and it also means that the message of the film can be passed on by young people to other young people, who we might not otherwise have reached."
Cec Richards and Alf Orji, Directors of MobsVentures commented: “In response to rising gun crime, Lambeth council seeked consultancy from us to support their Youth Support project. We developed Bluetickle in this case for Lambeth as it is a close proximity marketing system. It’s fantastic because it enables them to connect with hard to reach younger people using free-to-user technology. This is a superb example of how mobile campaigns can add value to local government campaigns particularly at a time when the community is anxious”
They added: “We have a real commitment to service and our platform offers a highly efficient and cost effective method for delivering mobile campaigns on all scales...we believe this campaign can really help to curb the growing toll of young lives being lost in the streets of the capital.”