Client: Lives Not Knives, a charity set up to help combat London’s growing youth knife-crime epidemic.
Brief: If you carry a knife you’re three times more likely to die from a knife-related injury. But, to feel safe, thousands of young people still choose to carry them every day. We needed to grab their attention and make them think twice.
Campaign: Don’t Bring Mum Flowers – an experiential and content idea, flipping the traditional Mother’s Day message of ‘bringing mum flowers’ on its head – turning into something hard-hitting, raw and relatable; which garnered valuable free publicity for Lives Not Knives. Our inspiration? Our belief that for many young people across London, the thought of bringing their mums immeasurable pain on Mother’s Day would motivate them into giving up their knives more than anything else.
Credits: Agency – The Gate London. Working with: Ricky Marsden, Martyn Goh, John Osborne, Ollie Mills. CD: Beri Cheetham.
Claire Sutherland 