Client: The Ben Kinsella Trust
Every month 300 people are admitted to hospital with knife-related injuries, many of them don’t make it home. With the rising numbers of knife-crime amongst young men aged of 16-24, how do you reach an audience who fundamentally distrust messages from authority? Clear Channel, The Ben Kinsella Trust and M&C Saatchi took to the street, to harness the sound of the police siren and target the one person they might listen to, their Mum. In a world first a bespoke machine learning system was installed into Bus Shelters to actively ‘listen’ for police sirens and when triggered, show powerful messages from Mothers to their sons, inspiring life-saving conversations about the dangers of carrying a knife.
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