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