The Mayor of London rises above scare and shock tactics with an influencer-led strategy to tackle knife crime in the capital.
The first work from Abbott Mead Vickers BBDO since winning the anti-knife crime brief targets 13- to 16-year-old Londoners and asks them to tell their friends and family via social media why London needs them alive and why they shouldn’t carry a knife. Some of London’s most influential young artists, from grime and rap stars to poets and bloggers, have joined Mayor Sadiq Khan in the campaign. The work was written by Esrael Alem and Dan Warner, art directed by Filmawi Efrem and Andy Vasey, and directed by Novemba through Academy Films.
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