Addressing knife crime
A moving tribute to a young football star in the making and a life cut too short by knife crime.
800
Pieces of coverage internationally
2B
Cumulative reach covered by every UK national newspaper aside from the FT
£30,000+
Raised in the 24-hour period following the campaign launch, which is 3 years of donations in a single day
#longlivetheprince
Established by Dr. Mark Prince, the Kiyan Prince Foundation stemmed from the tragic stabbing death of his son, Kiyan, a talented footballer for QPR, while intervening in a school fight. The Foundation tackles antisocial behaviour and knife crime, empowering young people with self-worth.
To commemorate the 15th anniversary of his passing, we resurrected Kiyan as the professional footballer he could have become. QPR officially re-signed him, assigning the squad number 30 to honour his age today.
Making his dream a reality, we collaborated with EA Sports to include Kiyan as a player in FIFA 21, directly reaching the Foundation's target demographic. JD Sports showcased 30-year-old Kiyan on billboards throughout London in a compelling advertising campaign.
We engaged influential figures who resonate with young urban audiences. F2 freestylers, Anthony Joshua, and A Star Barbers shared Kiyan's story on their platforms, amplifying his impact.
