The AMV BBDO-made campaign is a total crowd-pulling one, which draws attention to teenagers in London between 13 to 16 year-old.
The spot asks them to tell their friends and family, the reason London needs them alive, behave properly and shouldn’t carry a knife, spreading the idea via social media. Some of London’s most influential young artists, from rap stars to bloggers and even poets, they 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. The media agency for the campaign is MEC, located also in London.
The first work from Abbott Mead Vickers BBDO since winning the anti-knife crime brief, it aims to get spread via social media, along with the hashtag, #LondonNeedsYouAlive. For the print media used in the campaign, AMV BBDO worked with photographer Tom Sloan. The images will be used on Instagram and on posters around the city.
Mayor of London, Sadiq Khan commented,
London is one of the safest cities in the world – but knife crime is tragically ruining far too many lives, devastating communities and leaving families bereaved. It’s time to stop the killing right now. To do this, we need the young people of London to realise how incredible they are and the potential they have.
As Mayor of London, I’m asking you to join me in telling our young people that London needs them alive. I want them to know how important they are, what they can achieve in this city and that they shouldn’t put their futures at risk by carrying a knife.
A great awareness campaign with the help of a marketing giant, BBDO. It shows that clients don’t need to sell products all the time, sometimes selling an idea is beyond significant.