Cannes Lions
SAATCHI & SAATCHI, London / USERVOICE / 2012
Overview
Entries
Credits
Execution
The challenge was to find a way to incentivize these youths to come forward and talk honestly to the User Voice charity about why they commit crime.Our Solution was to team User Voice up with Hip-Hop star Speech Debelle. She travelled the country and met youths all over Britain, in some of the hardest to reach places.She got them to talk by turning their stories into a song so their voices could be heard.Speech, User Voice and a group of the youths then presented their insights at Parliament to policy makers and senior MP’s.
Outcome
For the first time, senior government policy makes listened directly to the youth of Britain.
As a direct result, the ‘Rehabilitation of Offenders Act’ is now under review by the British government for the first time in 40 years.
They are using the insights they have learned to amend legislation, in order to reduce barriers to rehabilitate and avoid re-offending in Britain. Both the Youth Justice Board and the London Probation Trust have made the Parliamentary meeting of Britain's troubled youth an annual event.Speech Debelle made the song, 'Similar Stories' part of her 2012 European Tour.The project was filmed and is currently being edited into a British documentary.