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Award: Wood Pencil

Wood Pencil / Writing for Advertising / Press Advertising / 2009

Knife crime amongst teenage boys is a big problem in the UK, and is constantly in the headlines. Research revealed that mothers are just about the only people these youths will listen to. This ad was part of a campaign, in women’s magazines, that talked directly to mothers. We needed to get under the skin of the problem, and show empathy and understanding without being patronising. Instead, we needed to empower mothers, to persuade them that they can be the difference between their son getting involved with a street gang or staying out of trouble. And even the difference between their son being knifed to death or being safe.

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