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.