Metropolitan Police: Who killed Deon? Ask the kids

Ila De Mello Kamath
Abbott Mead Vickers BBDO


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 an untraditional role as ringmaster in a collaboration between creative and consumer that allowed the creative idea to develop organically. We took the brave decision to place ourselves entirely in the hands of 13-15 year old kids, involving them as consultants, co-creators and critics, which allowed them to get us to the right message, the right execution and the right platform. The outcome was a great creative idea that was embraced by the people it was intended for because they were the co-creators of it, and one that is being embraced by creative juries too.


A Daunting Challenge