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Crimestoppers: Hard Calls Save Lives
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Five mothers who lost their sons to violence and knife crime have bravely shared their emotional stories as part of a new campaign created by AMV BBDO, supported by the Metropolitan Police Service and independent charity Crimestoppers. ‘Hard Calls Save Lives’ hopes to prevent knife crime in London by encouraging people to share information. The campaign acknowledges that it can be hard to phone in with information – but reminds us that there are harder calls. In a series of films, Jean, Yvonne, Becky, Lorraine and Lillian relive the hardest call they had to make after they found out their child had been murdered. Their stark, harrowing stories are accompanied by footage of each mother, their raw grief exposed and unfiltered. In one film, Lorraine recalls calling her mother from the crime scene to say that her son Dwayne had been stabbed. She describes realising that her son would not survive his injuries as she was making the call. In another, Becky tells of calling to arrange having her only child Archie’s body embalmed after his murder and how it feels wrong even to have his name in the same sentence as the word ‘embalm’. “Calling with information about knife crime may feel hard,” each film tells viewers. “But there are harder calls”. The ads end with the line “Hard calls save lives”, and a reminder of the Crimestoppers phone number and the fact that all information is given anonymously. Every story is told by the women in their own words, and AMV and the production company Academy worked closely with the Met Police to ensure the participants were cared for throughout the process. This duty of care to these brave mothers was the priority for all involved, throughout the process. AMV’s strategy for this campaign was to let the mothers of those lost to knife crime speak directly to the public. This approach, coupled with the stark, powerful execution, encourages anyone having second thoughts about calling Crimestoppers with information to overcome their reservations and consider the lives that might be saved.
Client name: Stephanie Day Related |
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