Hard Calls Save Lives

Agency Network: 
April 2021


Five mothers who lost their sons to violence and knife crime have bravely shared their emotional stories as part of a new campaign created by AMV BBDO, supported by the Metropolitan Police Service and independent charity Crimestoppers.

‘Hard Calls Save Lives’ hopes to prevent knife crime in London by encouraging people to share information. The campaign acknowledges that it can be hard to phone in with information – but reminds us that there are harder calls.

In a series of films, Jean, Yvonne, Becky, Lorraine and Lillian relive the hardest call they had to make after they found out their child had been murdered. Their stark, harrowing stories are accompanied by footage of each mother, their raw grief exposed and unfiltered.

Integrated advertisement created by BBDO, United Kingdom for Crimestoppers, within the category: Public Interest, NGO.

Advertising Agency: AMV BBDO, London, UK
CCO: Alex Grieve
ECDs: Nicholas Hulley, Nadja Lossgott
Creative Director: Martin Loraine
Creative Team: Martin Loraine, Steve Jones
Agency Planning Team: Joe Smith
Agency Account Team: Harry Buggé, Tom Shattock, Nick Andrew, Kenny Dada
Agency Producer: Rebecca Scharf
Media Agency: Wavemaker
Digital Design Company: AMV BBDO
Digital & Social Art Director: Martin Loraine
Digital & Social Copywriter: Martin Loraine
Production Company: Academy
Director: Seb Edwards
Executive Producer: Simon Cooper
Production Co Producer: Ash Lockmun
D.O.P: Stephen Keith Roach
Editing company: Trim
Editor: Tom Lindsay
Post-production Company: MPC
Colourist: Jean-Clement Soret
Sound Studio: Futz Butler
Sound Recordist: Paul Sumpter
Audio Post-production company: Factory
Audio Post-production: Mark Hills, Anthony Moore
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