The Ben Kinsella Trust
Shout out to my Son
Knife crime. Mother's Day. Two things that don't immediately click together. But what if they could? What if mothers could prove to be the most powerful force in stopping their sons from carrying a knife?
We worked proactively with the Ben Kinsella Trust to create a series of radio ads designed like the 'Shout Out's you find on popular radio stations.
These were voiced by real mums. With real sons. And real concerns.
It was an emotional recording session all round.
But it was worth it.
Shout out to my Son
Knife crime. Mother's Day. Two things that don't immediately click together. But what if they could? What if mothers could prove to be the most powerful force in stopping their sons from carrying a knife?
We worked proactively with the Ben Kinsella Trust to create a series of radio ads designed like the 'Shout Out's you find on popular radio stations.
These were voiced by real mums. With real sons. And real concerns.
It was an emotional recording session all round.
But it was worth it.
Media coverage, playouts on popular radio stations, shares, a Cannes Lion nomination, a Campaign Big Award, a ruling of it being the second best radio ad of 2019.
The metrics of success are impossible to judge on this campaign, but if it made just one person think twice about carrying a knife then in our eyes, it worked.
