Recent figures from the Metropolitan Police show that knife crime is at an all-time high in the UK. And increased by 11%, between September 2021 to 2022. As a result, around 300 people are admitted to hospital every month with knife-related injuries.

Sadly, too many people never make it home. In the year ending March 2022, 261 homicides in England and Wales were caused by a knife or sharp instrument.

With the rising numbers of knife-crime amongst young men aged of 16-24. And 3 out of 4 murders under the age of 18 from knives. Something had to be done. But how do you talk to an audience about the dangers of carrying a knife and the catastrophic and crippling effects it can have on families? When they don’t trust messages from authority figures like the police.

You go to the one person they will listen to. Their mum.

To reach our audience we developed bespoke machine learning technology that was trained to learn and detect the sound of sirens on the way to trauma hospitals. Every time an ambulance drove past, the siren triggered powerful messages from mothers to their sons.

Reminding them of the real dangers of carrying a knife and the fear that goes through their mum’s mind, whenever she hears an ambulance.

To reach our audience we developed bespoke machine learning technology, that was trained to learn and detect the sound of sirens on the way to trauma hospitals. Every time an ambulance drove past, the siren triggered powerful messages from mothers to their sons.

Reminding them of the real dangers of carrying a knife and the fear that goes through their mum’s mind, every time she hears an ambulance.

We selected DOOH sites in areas with the most reported incidents of knife crime in London. As well 950 sites across the UK.

The campaign ran on almost 1000 screens generating 4.4 million impacts across a two-week period. It also featured on the National ITV news reaching millions more.

To reach our audience we developed bespoke machine learning technology, that was trained to learn and detect the sound of sirens on the way to trauma hospitals. Every time an ambulance drove past, the siren triggered powerful messages from mothers to their sons.

Reminding them of the real dangers of carrying a knife and the fear that goes through their mum’s mind, every time she hears an ambulance.

We selected DOOH sites in areas with the most reported incidents of knife crime in London. As well 950 sites across the UK.

The campaign ran on almost 1000 screens generating 4.4 million impacts across a two-week period. It also featured on the National ITV news reaching millions more.