The award-winning ‘No More Red’ anti-knife crime initiative set up by Arsenal FC and apparel partner Adidas promoted its objectives and its work in January via a series of online films focusing on the people and the partnerships it works with to try and keep youngsters from all backgrounds away from knife crime and gang culture by introducing them into more positive environments including sport, art, music and even politics.
The latest spots champion the work of Stephen Addison and his Box Up Crime initiative, plus community coach and aspiring film maker Jely Kikamba and one featuring a new mural painted beside a North London community pitch.
One video follows Addison, boxer Anthony Yarde and Aron whose ambition to own his own boxing gym to give back to the community in the same way that it has helped him.
In 2023, the work continues.
Providing opportunities for young people
Meet Aron. No More Red is our joint initiative with @adidasfootball@BoxUpCrime @mranthonyyarde pic.twitter.com/zKEqPWxpiv
— Arsenal (@Arsenal) January 9, 2023
Another spot stars at Arsenal in the Community coach and passionate filmmaker Kikamba who was supported by the project to create a film about his community and the importance of bringing people together through sport.
An additional film features a ‘No More Red’ art installation painted in Islington’s Rosemary Gardens outdoor pitches featuring Arsenal legends and No More Red ambassador Ian Wright.
The campaign was created by creative agency Iris where the group working on the campaign included Producer Tom Falck, Producer Jenna Pannaman, Brand Communications Miri Keck, Partner Tom Braithwaite, Executive Producer Harleymoon Kemp, Producer Jordi Estapé and Production Director Meg Markley.
The production company was Sticker Studios with Director Luke Brookner, Runners Morgan Turner and Vee Baginski, 1st AD Philips Nortey, Director Of Photography Tristan Chenais, 1st AC Andreea Gruioniu, 2nd AC Elisa Spigariol, Gaffer Krunal Saandrani, Spark Shaun Clarke, Digital Imaging Technician Keith Driscoll, Stylist Kiera Liberti, Online Editor Alex Gregory, Talent Anthony Yarde, Babatunde Ajayi and Ade Olayinka.
Post production was handled by Lemonade Reps, editorial was run through The Assembly Rooms and music and sound was by The Hogan London.
“It was an honour to work on a project doing so much good within the community to end youth violence and knife crime. As a boyhood Arsenal fan, it was a dream come true for me to work with Arsenal but it was made even more special to work on a project with some heart and purpose,” commented Director Luke Brookner. “I had the privilege of meeting people like Stephen Addison who run box-up crime and the community leads at Arsenal which was truly inspiring. As a director, I tried to create an environment where the community champion’s stories could come through as authentically and powerfully as possible so that they could inspire the next generation.”
Comment
This is an emotional, powerful and positive series of stories about hope and optimism featuring genuine, real people working to improve life in their community.
The award-winning ‘No More Red’ project launched back in January 2022.
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