Crimestoppers' Hard Calls are a hard watch

CrimeStoppers – Hard Calls Save lives

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Agency AMV BBDO/London
Production Company Academy
Director Seb Edwards

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Credits

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Agency AMV BBDO/London
Production Company Academy
Director Seb Edwards
Post Production MPC/London
Sound Designer Paul Sumpter
Audio Post Anthony Moore
Audio Post Mark Hills
Chief Creative Officer Alex Grieve

Executive Creative Director Nicholas Hulley
Executive Creative Director Nadja Lossgott
Creative Director Martin Loraine
Creative Director Steve Jones
Producer Rebecca Scharf
Executive Producer Simon Cooper
Producer Ash Lockmun
DP Stephen Keith-Roach

Editor Tom Lindsay
Colorist Jean-Clement Soret

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Listening to stories from people in pain is never a fun thing to do, but the importance of the messages contained within these striking spots for the Metropolitan Police Service and independent charity Crimestoppers makes the viewing experience all the more important.

In the Hard Calls Save Lives series of films from AMV BBDO, five mothers (Jean, Yvonne, Becky, Lorraine and Lillian) relive the hardest call they have ever had to make; after finding out their child had been murdered.

Accompanying each testimonial are striking black-and-white images of the women's faces - shot by Academy's Seb Edwards - that bring an extra element of power and humanity to the stories.

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CrimeStoppers – The Hardest Call - Pastor Lorraine Jones

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CrimeStoppers – The Hardest Call - Jean

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CrimeStoppers – The Hardest Call - Lillian

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CrimeStoppers – The Hardest Call - Becky

Told by the women in their own words, the tales bring home the campaign's central message - that it can be hard to phone in with information, but there are harder calls to make.

“Everyone understands that some people find it hard to call in with information," comments AMV BBDO Creative Director Martin Loraine, "But these mothers show what a hard call really is. Our production saw each mother relive the most traumatic call they ever made, across an audio and film shoot.”

“We have been incredibly lucky to find such courageous individuals who have been prepared to talk about the hardest moments in their lives in order to help others," adds Stephanie Day, Head of Campaigns at Metropolitan Police. "We hope that their powerful, moving stories will encourage others to call Crimestoppers with information, in the knowledge they will remain completely anonymous.

"Even a small piece of information can help could be the missing piece of a puzzle and help save lives.”