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Cross The Line

Award: Wood Pencil

Wood Pencil / Direct / Writing for Direct / 2012

Last summer saw some of the worst civil unrest ever in Britain's cities. Of the 1,715 people arrested, 73 per cent were aged between 10 and 24. Sported is a charity that exists to help young people find an alternative to the culture of street violence. Set up by Olympic bid leader Sir Keith Mills, it now establishes sports projects in inner cities to turn negative energy into positive energy. The riots gave Sported an opportunity to promote itself as a proven solution. To encapsulate this, the agency wrote an emotive press ad that shows what happens when you cross the line from street to sport.

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