A music video director who has worked with stars such as Beyonce and Kelis has created an anti-gun video for the Metropolitan Police.
The "hard-hitting" reality-based video is directed by Jake Nava, who was brought up in Hackney, east London, before moving to the US.
The video accompanies a track by the group Roll Deep, called Badman.
The video, made for Metropolitan Police's Operation Trident team, was unveiled on Friday.
Operation Trident is a unit which investigates gun crime within London's Afro-Caribbean communities.
Mr Java worked with Beyonce on her Crazy in Love video and with Kelis on Milkshake.
So far in 2006, 31% of Trident victims have been teenagers - 69 in total
In 2003, 16% of Trident victims were teenagers
So far this year six teenagers (one 17-year-old, two 18-year-olds and three 19-year-olds) have been charged with Trident murders
He said: "Both Roll Deep and I had a shared sense of the importance of this particular project, because unlike most of the things that come out of the music business, this really seemed like something that could make a difference."
The Badman track draws on the Roll Deep's personal experiences of friends who have been affected by gun crime.
It has been widely played on youth radio stations since its release in September.
A spokesman for Roll Deep said: "Gun crime is a serious issue, something we have all faced in the past.
"Guns are being talked about and used more and more by the youngsters we see.
"The idea of using music to talk to the kids seems an innovative way of trying to push the anti-gun message, and we're pleased to be part of helping to spread the message."
Commander Cressida Dick, who is in overall charge of Operation Trident, said: "With so much of popular culture glamorising guns we wanted to subvert the messages associated with it.
"In doing so we hope to connect with young people through a medium they are open to and understand."
The video was screened at Brixton's Ritzy cinema in south London on Friday and it will be shown on urban and music TV channels from next week.