Published on Thursday 09 May 2024
An innovative, Artificial Intelligence (AI)-powered digital screen at a bus shelter in Bournemouth is helping to raise awareness of the dangers of knife crime.
Whenever an ambulance passes by the screen, the vehicles’ siren prompts AI-technology to display heartfelt messages, signifying the association between the sound of an ambulance siren and a mother’s worry her child could be in danger.
The emotional messages, resembling texts received on a smartphone, contain genuine conversations reflecting the panicked concerns of parents. They underscore the broader consequences of knife crime, for those directly affected and left behind.
As part of the ongoing SaferBCP Knife Crime Awareness campaign, Bournemouth, Christchurch and Poole (BCP) Council is working with Clear Channel UK and M&C Saatchi London to operate the highly emotive display, which is located at a bus shelter on Castle Lane West, near to Bournemouth Hospital.
Development for the project began in 2023 when Clear Channel and M&C Saatchi London collaborated with Creative Technologist, Arthur Tindsley, to develop an innovative machine-learning system that was trained to learn and detect what an ambulance siren sounds like.
Making its original debut in London, the campaign was produced in partnership with the Ben Kinsella Trust, an educational charity formed in 2008 which aims to educate people on the impacts of knife crime following the tragic murder of Ben Kinsella, aged 16, who was stabbed in London the same year.
Councillor Kieron Wilson, Portfolio Holder for Housing and Regulatory Services at BCP Council, said:
“This eye-opening initiative is yet another activity within our Knife Crime Awareness campaign which we hope will raise awareness amongst young people and help them to fully understand the devastating consequences of knife crime.
“Whilst Dorset remains a safe place to live with one of the lowest knife crime rates in the UK, we all must remain fully committed to ending knife crime entirely across our three towns.
“We continue to work alongside our partners, including the Police Crime Commissioner and those at Dorset Police, to ensure we are taking proactive steps to address this serious issue.”
Louise Stubbings, Partnerships and Creative Director at Clear Channel, said:
“This campaign reflects our dedication to leveraging advertising as a platform for good and backing initiatives that prioritise community safety and well-being.
“We're proud to witness the revival of this impactful initiative, recognising how powerful a simple digital screen at a bus shelter can be in actively engaging and informing the public about this critical issue.
“It goes beyond advertising; it's about actively shaping our communities and safeguarding the welfare of our youth.”
The advertising screen will remain operational until Sunday 19 May.
The Knife Crime Awareness campaign follows the tragic death of Cameron Hamilton last summer. Cameron, 18, was fatally stabbed in Bournemouth Square following an altercation on a night out – an event that has not only changed the lives of his family and friends, but highlighted the dangers posed by young people carrying knives.
The campaign, supported by Cameron’s grandmother, Tracy Jose, seeks to highlight the importance of awareness and education about knife crime, as well as empowering parents and young people to have proactive conversations to reduce the risk of knives.
“Young people need to realise the consequences of carrying knives and the ripple effects it has on the families and friends of victims." said Tracy.
“I think this digital advert reflects the fear parents and carers experience, with many experiencing this daily.
“My grandson Cameron would still be alive today if there had not been a knife present on the night was killed, so the message is clear – please, don't carry knives.”
Editor’s Notes
Read the Ben Kinsella Trust’s press release - AI based campaign launched to stop knife crime on Mother's Day | The Ben Kinsella Trust
MEDIA PHOTOCALL
- From 9-10am on Friday 10 May at the bus top next to The Harvester, Cooper Dean, Castle Lane West, Bournemouth, BH8 9UQ.
- Key stakeholders in attendance include:
- Tracy Jose, Cameron Hamilton’s grandmother
- Cllr Slade, Leader of the Council / Cllr Burton, Portfolio Holder for Children and Young People
- If you’re interested in attending and finding out more about this initiative and the wider Knife Crime Awareness Campaign, please confirm by emailing press.office@bcpcouncil.gov.uk
- To access the full list of events and activities taking place during the Knife Crime Awareness Campaign, click here.