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Metropolitan Police Service and Crimestoppers: Hard Calls Save Lives by AMV BBDO

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Five mothers who lost their sons to violence and knife crime have bravely shared their emotional stories as part of a campaign created by AMV BBDO, supported by the Metropolitan Police Service and independent charity Crimestoppers.

‘Hard Calls Save Lives’ hopes to prevent knife crime in London by encouraging people to share information. The campaign acknowledges that it can be hard to phone in with information – but reminds people that there are harder calls.

In a series of films, Jean, Yvonne, Becky, Lorraine and Lillian relive the hardest call they had to make after they found out their child had been murdered. Their stark, harrowing stories are accompanied by footage of each mother, their raw grief exposed and unfiltered.


Client: Crimestoppers X Met Police

Brand: Crimestoppers

Campaign title: Hard Calls Save Lives

Client name: Stephanie Day

Client name: Maxine Geale, Elisabetta Lanave and Emma Stroud

Creative Agency: AMV BBDO

CCO: Alex Grieve

ECDs: Nicholas Hulley and Nadja Lossgott

Creative Director: Martin Loraine

Creative Team: Martin Loraine & Steve Jones

Agency Planning Team: Joe Smith

Agency Account Team: Harry Buggé, Tom Shattock, Nick Andrew and Kenny Dada

Agency Producer: Rebecca Scharf

Media Agency: Wavemaker

Digital Design Company: AMV BBDO

Digital & Social Art Director: Martin Loraine

Digital & Social Copywriter: Martin Loraine

Production Company: Academy

Director: Seb Edwards

Executive Producer: Simon Cooper

Production Co Producer: Ash Lockmun

D.O.P: Stephen Keith Roach

Editing company: Trim

Editor: Tom Lindsay

Post-production Company: MPC

Colourist: Jean-Clement Soret

Sound Studio: Futz Butler

Sound Recordist: Paul Sumpter

Audio Post-production company: Factory

Audio Post-production: Mark Hills and Anthony Moore