Metropolitan Police: Who killed Deon? Ask the kids

To help the Metropolitan Police, London's police force, tackle youth violence, awareness needed to be raised of a complicated legal principle known as Joint Enterprise, which meant that if you were connected to or have knowledge of a crime you could be charged by police.

Metropolitan Police: Who killed Deon? Ask the kids

Ila De Mello KamathAbbott Mead Vickers BBDO

SUMMARY

This is a story about how planning devised an entirely new way of working to meet a difficult brief in the face of great creative expectations. To help the Metropolitan Police Service tackle youth violence we had to raise awareness of a complicated legal principle known as Joint Enterprise, but do this in the shadow of the most awarded creative campaign of last year. To achieve this, planning discarded its traditional role as lion tamer getting to a simple proposition, in favour of...

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