Five mothers who lost their sons to violence and knife crime have bravely shared their emotional stories as part of a campaign created by AMV BBDO, supported by the Metropolitan Police Service and independent charity Crimestoppers.‘Hard Calls Save Lives’ hopes to prevent knife crime in London by encouraging people to share information. The campaign acknowledges that it can be hard to phone in with information – but reminds people that there are harder calls.In a series of films, Jean, Yvonne, Becky, Lorraine and Lillian relive the hardest call they had to make after they found out their child had been murdered. Their stark, harrowing stories are accompanied by footage of each mother, their raw grief exposed and unfiltered.CreditsClient: Crimestoppers X Met PoliceBrand: CrimestoppersCampaign title: Hard Calls Save LivesClient name: Stephanie DayClient name: Maxine Geale, Elisabetta Lanave and Emma StroudCreative Agency: AMV BBDOCCO: Alex GrieveECDs: Nicholas Hulley and Nadja LossgottCreative Director: Martin LoraineCreative Team: Martin Loraine & Steve JonesAgency Planning Team: Joe SmithAgency Account Team: Harry Buggé, Tom Shattock, Nick Andrew and Kenny DadaAgency Producer: Rebecca ScharfMedia Agency: WavemakerDigital Design Company: AMV BBDODigital & Social Art Director: Martin LoraineDigital & Social Copywriter: Martin LoraineProduction Company: AcademyDirector: Seb EdwardsExecutive Producer: Simon CooperProduction Co Producer: Ash LockmunD.O.P: Stephen Keith RoachEditing company: TrimEditor: Tom LindsayPost-production Company: MPCColourist: Jean-Clement SoretSound Studio: Futz ButlerSound Recordist: Paul SumpterAudio Post-production company: FactoryAudio Post-production: Mark Hills and Anthony Moore