The Ben Kinsella Trust "Shout out to my son" by M&C Saatchi London

This hard-hitting radio campaign for Mother's Day featured mums making emotional pleas to their sons to stop carrying a knife.

In the style of audio shout out messages, the women asked their sons to give up their knives – if not for themselves, then for their mothers. Anti-knife crime charity The Ben Kinsella Trust worked with youth-led media organisation Fully Focussed to record a series of real mothers who fear their sons may carry a knife. The work was created by Sara Halliday and Becky Brice at M&C Saatchi London.

Credits

Executive creative director
Deputy executive creative director
Creative directors
Film producer
Director
Producer
Designer
Account manager
Project manager, Fully Focused
CEO, The Ben Kinsella Trust

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