Awards: Hull City Safe - 'Spur of the Moment' - NY Finalist: 'Best Public Service' by cellulord published on 2012-09-21T15:49:13Z This campaign, created in conjunction with Hull City Safe and Humberside Police was designed to help stop an escalation in gun and knife crime in Hull. Some big cities had been experiencing a marked increase - largely brought about by the belief that one had to carry a knife to be considered 'hard'. 'Brookie' had done hard time for gun crimes and, upon his release, had dedicated himself to going around schools and community groups, telling people of the horrible things that had happened to him - and that he had done - during his life of crime. He even had the bullet wounds to prove it. Brookie had been a villain in Leeds and he was passionate that he would not see the same activities going on in his adopted Hull. His testimony was so powerful, all the ad needed was some sparse and subtle production from the exemplary Howard Young to make the point. This is the uncut version of the ad. Becasue the message is SO stark, a slightly toned-down version was used for day-time broadcast.