The Ben Kinsella Trust: Shout Out To My Son - anti-knife campaign (radio)

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HOW CAN YOU MAKE AN ANTI-KNIFE CRIME MESSAGE RESONATE?

With the highest rate of killings amongst young males between 16-24, a notoriously hard demographic to reach, how do you target them with an anti-knife crime message? And most importantly, how do you make this message matter?

We used the one person they respect, their mothers, to do heart felt shout outs to their sons asking them to not pick up a knife on Mother’s Day. This was done through a respected medium, underground radio stations, in the ‘Shout-out’ section.

 

M&C Saatchi

MAKE CHANGE For 25 years, M&C Saatchi has changed the nation’s attitudes, habits, minds, diets and even its Government. In 2020, we joined forces with the former LIDA agency, boosting our strength in data-driven behaviour change at a personal level. Driving the new agency is Camilla Kemp (CEO) and Ben Golik (CCO), our very own dream team. Our national behaviour change movements are activated right down to the individual and our customer loyalty programmes have found their place in the nation’s heart. This gives us the nous to reach everyone and every single someone, to change how they think and how they act. Whether your brand is facing change – or forcing it – we are at our best when helping clients create opportunity in change.

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