A knife crime victim is revived as an AI chatbot to share his story and learnings

A knife crime victim is revived as an AI chatbot to share his story and learnings

Client:
Mayor of London

Role:
Concept
Art direction

Client:
Mayor of London

Role:
Concept
Art direction

How do we reduce and prevent knife crime in London?  

How do we reduce and prevent knife crime in London?  

Many young people carry knives for 'protection' but doing so ends up costing their lives. Our challenge was to make them aware that carrying a knife, or using a knife in violent circumstances, has tremendous consequences.

To convince an audience who did not respond to advertising or authority figures, we chose to give the voice back to the victims. Because who better than those who have suffered the consequences of knife crime, to tell this story?

Using data left behind from a knife crime victim and input from behavioural scientists and psychologists, we created Aaron - an AI chatbot - to communicate the dangers of carrying knives in a relevant manner.

Many young people carry knives for 'protection'. But doing so ends up costing their lives. Our challenge was to make young people aware that carrying a knife, or using a knife in violent circumstances, has tremendous consequences.

To convince an audience who did not respond to advertising or authority figures, we chose to give the voice back to the victims. Because who better than those who have suffered the consequences of knife crime to tell this story?

Using data left behind from a knife crime victim and input from behavioural scientists and psychologist, we created Aaron - an AI chatbot - to communicate the dangers of carrying knives in an engaging and relevant manner.

Phase 1

Phase 1

Launching on Snapchat - where most of his peers are - can directly target those who need Aaron's help 

Launching on Snapchat - where most of his peers are - directly targets those who need Aaron's help 

Phase 2 

Phase 2 

Creating a microsite to ensure Aaron can pick up a conversation anytime anywhere

Creating a microsite to ensure Aaron can pick up a conversation anytime anywhere 

Phase 3 

Phase 3 

Using contextual display to find Aaron's wider circle

Using contextual display to find Aaron's wider circle

Phase 4

Phase 4

OOH billboards tactically placed in knife crime hotspots

OOH billboards tactically placed in knife crime hotspots

Gathering insights to create personlised toolkits for teachers 

Gathering insights to create personlised toolkits for teachers 

Reviving more heroes to help different boroughs 

Reviving more heroes to help different boroughs