A black lady holding her hand in the air wearing a striped shirt. 'A shout out to my son' in white text overlays the black and white image.


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This is a shout out to my son

Shout out to my son is a hard-hitting radio campaign which features mums making emotional pleas to their sons to stop carrying a knife

A mother's day campaign to remember

On Sunday 31st March 2019 - Mother's Day in the UK - The Ben Kinsella Trust released real shout outs from real mothers to their sons.

Their message was simple: Son, don't carry a knife.

Audio shout out messages on local radio stations

The women asked their sons to give up their knives – if not for themselves, then for their mothers - and the shout outs were played on radio stations popular with young people on Mother's day.

A campaign in partnership

We worked with youth-led media organisation Fully Focussed and creative media company M&C Saatchi London to record a series of real mothers who fear their sons may carry a knife.

The work was created by Sara Halliday and Becky Brice at M&C Saatchi London, in partnership with the Ben Kinsella Trust. The campaign has since won several awards.

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