How the Kiyan Prince Foundation transformed a tale from tragedy to inspiration | WARC | The Feed
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How the Kiyan Prince Foundation transformed a tale from tragedy to inspiration
Charities & voluntary organisations United Kingdom
The Kiyan Prince Foundation (KPF), a non-profit seeking to combat knife crime, generated huge awareness of its mission, and major fundraising support, through its powerful “Long Live the Prince” campaign.
- Kiyan Prince was a talented youth team footballer for Queens Park Rangers (QPR) who was fatally stabbed in 2006 while trying to break up a fight outside his school.
- Despite the prevalence of knife crime, many boys and young adults are often immune to traditional forms of messaging that seek to address this issue.
- In aiming to break through with this audience, KPF focused on celebrating the man Kiyan should have become.
Giving Kiyan a future
- KPF used a digital model to demonstrate what Kiyan would have looked like as a 30-year-old man.
- Kiyan was re-signed by QPR on the anniversary of his death, and was entered into the popular FIFA 21 video game as a playable character.
- KPF produced a hero piece of shareable audiovisual content featuring footballer Raheem Sterling and Kiyan’s father.
Long Live the Prince
- The campaign was covered by the BBC, ITV and Sky News and every major newspaper.
- KPF raised three times its normal annual revenue in a single day.
- The work won the Grand Prix at the 2021 DMA Awards.
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