Bereaved moms inform their tales in a troublesome knife crime marketing campaign
Hard Calls Save Lives was developed by AMV BBDO and is a joint campaign between Crimestoppers and the Metropolitan Police Service
We are all too aware of the terrible statistics on the number of young people who have now lost their lives to knife crime. A new campaign by Crimestoppers and the Metropolitan Police Service aims to tackle the problem head on in London by encouraging people to share any information they may have.
Hard Calls Save Lives was created by AMV BBDO and features a series of ads featuring five real mothers who have lost a child to knife crime. In the films, Jean, Yvonne, Becky, Lorraine and Lillian experience the toughest phone call they have had to make, accompanied by strong black and white footage.
By allowing mothers to speak directly to the public about their experiences, the mothers recognize that talking on the phone with information can be difficult – but reminds us that calls are becoming increasingly difficult.
Credits:
Creative agency: AMV BBDO
CCO: Alex Grieve
ECDs: Nicholas Hulley and Nadja Lossgott
Creative Director: Martin Loraine
Creative: Martin Loraine, Steve Jones
Production company: Academy
Directed by Seb Edwards
DOP: Stephen Keith Roach
Processing company: Trim
Editor: Tom Lindsay
Post production company: MPC
Creative inspiration advertising