Crime prevention charity Crimestoppers has partnered with the Metropolitan Police Service for a campaign showcasing the heartbreaking consequences of knife crime.
The campaign follows five mothers as they describe the pain of losing their sons to violence and knife crime. "Calling with information about knife crime may be hard, but there are harder calls," each of the five ads declares before providing a number which can be used to call Crimestoppers anonymously.
The campaign runs across video-on-demand, digital and radio activity. It was created by Martin Loraine and Steve Jones, and directed by Seb Edwards through Academy. Media is handled by Wavemaker.
In 2019, the Home Office unveiled a campaign, "We are_#knifefree", which put knife crime stories on takeaway boxes in chicken shops across England.