Agency: Engine and EAClient: The Kiyan Prince FoundationCampaign Name: Long Live The Prince
A brief sought to raise funds for Kiyan Prince Foundation (KPF) and spread its anti-knife crime message to a predominantly young, urban and male audience hard to influence through traditional marketing
The campaign needed to inspire the audience rather than lecture them.
This meant reaching out to where they'd be: on their Xbox or PlayStation, and across social media.
Boys and young adults in particular have become immune to crime messaging; Kiyan's story could easily be one of those...