Black icons' anti-gun crime plea

Boxer James De Gale will say how he got respect through sport

Icons from the black community will urge youngsters in London to stay away from guns in a series of TV and radio adverts by the Metropolitan Police.

Singer Estelle, boxer James De Gale and actor Ashley Walters are among those who give the message - 'Respect. You don't need a gun to get it'.

In the 60-second adverts the stars will tell youths how they found respect and success without resorting to violence.

The adverts will be broadcast on MTV, MySpace, Choice FM and Kiss FM.

'Positive change'

Youngsters will also be reached through Blyk, a mobile phone network connecting urban youth. Youngsters will be sent targeted text messages to engage them in discussions on 'respect'.

The Force For Good campaign by Trident, which investigates gun crime in London's Afro-Caribbean communities, will also see a series of workshops held by some of the role models.

The workshops will be held in November and December aimed at youths in Southwark, Lambeth, Brent, Hackney and Haringey.

Singer Estelle will also feature in one of the 60-second adverts on MTV

Det Ch Supt Helen Ball, head of Trident, said: "Hearing how successful people like Estelle or Tim Campbell from The Apprentice were able to make great success of their lives, without a gun, is so important for our young communities."

The Met has launched the campaign in partnership with MTV sales house Viacom Brand Solutions.

The Viacom Brand Solutions director of partnerships, Daniel Salem, said: "MTV is the ideal platform through which to educate teenagers on the issues of gun crime - and to teach them there are other choices for them - with the hope of bringing about positive change."

Celebrities involved in the campaign include The Apprentice winner Tim Campbell, Laban Roomes from Dragons' Den, radio DJ's Masterstepz and Hotsteppa from Choice FM and Ricky Haywood Williams and Shortee Blitz from Kiss FM.

The websites of the media outlets will also have information about the campaign.

Since January three teenagers from the black community have been shot dead in London.