In 2018, the highest number of knife crime victims were young men aged between 16 and 24. Uninterested in authority and traditional media, these young men needed to hear from someone they would actually listen to: their mums. 

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So we worked with the Ben Kinsella Trust to record shout outs from mums to their sons. Playing on radio stations on Mother's Day, the shout outs included heartfelt pleas from mums, asking their sons to not carry a knife and come home to them. 

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It won a Campaign Big Award, a Cannes nomination and the number-two spot in the best radio ads of 2019.