Client
Location
The Damilola Taylor Trust
London, UK
The Damilola Taylor Trust
The boy that gripped the nation
Damilola, a young Nigerian boy, was just 10 years old when he said:
“I will travel far and wide to choose my destiny to remould the world. I know it is my destiny to defend the world which I hope to achieve in my lifetime.”
Damilola died horrifically in Peckham leaving his family distraught. Although Damilola never managed to fulfil his destiny during his lifetime, his memory will continue.
Damiloa’s father set up the Damilola Taylor Trust Charity. Our agency was asked to design a contemporary campaign using Damilola’s lovely face and we focussed on the 3 keys words of Hope, Life and Opportunity.
Flying doves were introduced to the Trust’s campaign symbolising ‘Doves of Peace’. Doves were also released at Damilola’s Funeral.
Respect your life not a knife
The charity was finding it increasingly difficult to raise funding so we were consulted and created the ‘Respect Your Life Not A Knife’ National Campaign. It was designed to go into every school and deliver the message, ‘It is never safe to carry a knife’, to 4 million 11-16 year olds nationwide. The campaign included an online pledge wall and its pilot had a 98% success outcome. Message delivery also included posters, brochures, T-shirts and mugs.
Rio Ferdinand, Home Secretary John Reid, Mayor Ken Livingstone and Ian Blair were on the launching Board and gave speeches. The campaign was announced on the Sun’s front page and terrestrial TV.
Home Office Grant funding was the largest for a preventative knife crime initiative and had the project progressed beyond the pilot, and with negotiations for Premier League support, it would have borne fruit.
The Ministry of Sound hosted an event on the back of the campaign introducing a wider target market to the project.
The Client:
“…You have helped us to gain the support and commitment of Key Contacts resulting in sympathetic interviews and coverage from:-
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Radio (National)
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Television (National)
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National Newspapers
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Regional and Local Newspapers
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Magazines
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Web coverage …”