I was honoured to have played a part in this powerful campaign for knife crime. Everything already had the extremely impactful idea, sub copy and the bones of a script. I worked with them to finesse sub copy and produce more scripts.
The core concept for the campaign is based on a text message conversation that’s deeply emotive, sensitive, and thought-provoking. The messages resonate instantly, communicating in no uncertain terms that knife crime can have devastating effects for individuals, families, and communities. I wrote a diverse range of narratives based on true stories of knife crime and informed by the experiences of the young people who worked with Everything to co-produce the campaign.
“It started with our idea but it was absolutely your input to make those narratives so moving. Still get chills every time.”
Mickey Devine, Everything