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.
Unfortunately, like many charities, it was struggling to raise the funds that it needed to transform the lives of young people. With a limited budget, The Kiyan Prince Foundation needed a disruptive idea that would make the brand truly stand out.
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 worked with partners such as JD Sports (to create an advertising campaign which saw 30-year-old Kiyan appear on billboards across London) and Match Attax (to create a special Kiyan Prince trading card).
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.
