Metropolitan Police: The case in defence of Deon
Principal author: Ila De Mello Kamath, Abbott Mead Vickers BBDOContributing author: Craig Mawdsley and Amy Witter, Abbott Mead Vickers BBDO
A new model for public policy communications
Our opening statement
The Metropolitan Police Service's 'Who killed Deon?' campaign was designed to help tackle youth violence by educating disenfranchised teenagers about a complicated legal principle known as Joint Enterprise. We needed to communicate a highly sensitive and complex message to an extremely niche audience, on a modest budget. To this end we hope to show that it was a success....