The case in defence of Deon  (2012)

Best New Learning sponsored by Clear Channel Gold award winner Best Demonstration of Consumer Partcipation sponsored by Facebook

Campaign: The case in defence of Deon
Brand: Metropolitan Police
Client: The Metropolitan Police Service
Entrant: Abbott Mead Vickers BBDO
Principal Author: Ila De Mello Kamath - Abbott Mead Vickers BBDO
Contributing Authors: Craig Mawdsley - Abbott Mead Vickers BBDO, Amy Witter - Abbott Mead Vickers BBDO
Credited Companies: MediaCom - Media Agency, MadCow - Others, Cello MRUK - Research Agency, The Metropolitan Police Service - Client

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‘Who Killed Deon?’ was designed to help tackle youth violence by educating disenfranchised teenagers about a legal principle known as joint enterprise. The idea was an interactive murder mystery hosted on Facebook, a ‘whodunnit’ about a boy called Deon. It embraced a teenage audience by enlisting them as co-creators and collaborators. The campaign was 4.5 times more efficient than budgeted, but its intention was also to prevent young people entering a life of crime in the future. It is predicted the campaign will generate a payback of £8.50 for every £1 spent.

Judge's Comments:

This case demonstrates a brilliant piece of co-creation with a difficult target audience, successfully engaging reluctant consumers such as disenfranchised teenagers. The fact it is now used as a piece of stimulus in schools is testament to its effectiveness to affect behaviour and help educate on youth crime.