StreetDoctors & Saatchi & Saatchi Asks Young People ‘The Fatal Question’

A groundbreaking new film, "The Fatal Question," launched by the charity StreetDoctors in collaboration with Saatchi & Saatchi, is confronting a dangerous misconception prevalent among young people: the belief that a stab wound can be inflicted without causing fatal harm.

The three-minute film, directed by Jonathan Kneebone of The Glue Society, draws on sobering data from the Office for National Statistics, which reveals an alarming 81% increase in offences involving knives or sharp objects over the past decade.

At the heart of "The Fatal Question" is an innovative, interactive experience. Teenagers from London schools were invited to engage with a life-sized human sculpture, tasked with identifying areas of the body where they believed a stab wound would not be fatal.

Dr. Martin Griffiths, a leading UK trauma surgeon and clinical director for the London Violence Reduction Programme, highlighted the gravity of this misconception. "Over the years, I’ve been asked many times ‘Where is a safe place to stab someone?’" he stated. "The question reflects a dangerous common myth and highlights the pressure that young people feel to potentially carry weapons."

Upon a teenager's selection of a body part, the sculpture emits a beam of light, triggering powerful projections of real-life victim stories. These harrowing accounts are accompanied by personal testimonies from loved ones, sharing the devastating impact of a single stab wound to that very area of the body.

Among the poignant narratives are those of 10-year-old Damilola Taylor, tragically killed by a single stab to the thigh; Joshua Ribera, a Birmingham rapper whose life was ended by a single stab wound to his heart; and 12-year-old Ava White, who lost her life to a single stab wound in 2021.

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, emphasized the film's unique approach. "How do you ask a question in a way that makes a teenage kid not just think about the answer, but about why they’ve had to ask the question?" she posed. "With beauty and interactivity and insight, that’s how." Goodwin described the project as a "creative collaboration at its most important – part public service film, part physical experience, part educational tool," expressing hope that it will "travel as far as it needs to, to make a difference."

"The Fatal Question" will be broadcast across major UK cities this summer, including London, Manchester, Birmingham, Cardiff, and Glasgow.

Martin Tilbury, Chief Executive of StreetDoctors, underscored the charity's daily encounters with young people navigating complex realities. "The question ‘Where is a safe place to stab someone?’ is often asked out of confusion and worry by young people," he explained. "The campaign is about supporting young people in their environment and providing them with informed information. Education is one of the most powerful tools we have to prevent street violence and this campaign is helping young people make the right life changing choices.”

Beyond the film, StreetDoctors has been actively conducting workshops with healthcare professionals, equipping young people with vital first aid skills and knowledge for knife crime encounters. The film will be integrated into the charity's ongoing educational workshops in schools, prisons, and local community groups.

The interactive sculpture was meticulously crafted by Machine Shop, guided by Saatchi & Saatchi and in collaboration with The Glue Society.

"The Fatal Question" is being delivered in partnership with C-Screens, a UK TV out-of-home broadcaster, which is generously donating screens to ensure the film reaches communities most at risk at strategically geo-located sites nationwide. It will also be showcased at PowerLeague five-a-side football venues across the UK.

Robert Hicks, CEO of C-Screens, highlighted the strategic placement of the campaign. "We knew from the very start that this campaign needed to be seen in the right places, by the right audiences, to make the greatest impact," he said. "By broadcasting this powerful film in communities most affected by knife crime, we hope to spark conversations, shift perceptions and ultimately help save lives."