Knife Crime Prevention: "MOTHER" Radio ad by Rainey Kelly Campbell Roalfe / Y&R

Advertising Agency: RAINEY KELLY CAMPBELL ROALFE/Y&R, UNITED KINGDOM, London
Executive Creative Director: Damon Collins
Scriptwriter: Nick Flugge/Freddy Mandy/Tim McNaughton
Agency Producer: Dan Neale
Account Supervisor: Katie Zeitlin
Producer: Dan Neale
Sound Engineer: Jam Robson

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
FVO: I couldn't believe it when I saw a large white bag zipped up, on the table in the tiny room. I screamed out, asking who was responsible for doing this, and I franticly began to unzip the bag... to find him curled up in his boxers, and a tube taped into his mouth.

I put my arms around him, and my fingers were feeling the holes in his back, making me more aware of his injuries. He was still warm and his hair smelled like it had just been washed. And I could feel the softness of his face against mine, and his beautiful pink lips had turned to a deep shade of blue.

I held him and I kept his warmth next to me, begging him to wake up.

My blood began to boil and the fear that my son had faced came into my mind, as if I were there at the stabbing. And I was led from the room, my mind was in bits. It was a mixture of pain and suffering, and anger and vengeance.

It was the most awful feeling that I've ever had to experience.

ANN: Most people who carry a knife don’t think they’ll use it.
Go to ItDoesntHaveToHappen.co.uk