Brief: Generate mass awareness of the Kiyan Prince Foundation to drive donations while simultaneously taking Kiyan’s story to hard to reach inner-city young adults to let them know that the foundation is there to help them.

Approach: Instead of focusing on the tragedy of Kiyan’s death, the campaign championed his achievements in life, focusing on his promising career as a footballer at QPR. He was made a playable character in FIFA21, made the face of JD Sports (another MHP client) and given deals with Adidas and Match Attax, reminding young people all over the country that they have an important role to play in society. 

Outcome: Coverage in every national consumer news outlet in the UK, resulting in a year’s worth of donations in 24 hours, while Kiyan’s name was googled more in the month following the campaign than the month he died. Research undertaken among 16-24 year olds found that 60% had now heard of the Kiyan Prince Foundation following the campaign.

Coverage highlights: BBC Breakfast, The Guardian, LadBible, The Mirror

Awards: It was the most awarded campaign of 2022, including a Titanium Grand Prix at Cannes, five PR Week Awards and 9 PRmoment Awards.