CASE STUDY
Podcasts share compelling storytelling to halt knife crime
The Ben Kinsella Trust wanted to highlight personal stories from contributors of positive steps they’d taken to stop knife crime in their own communities and beyond.
Charity, The Ben Kinsella Trust, tackles knife crime through education and campaigning. The Trust is our pro-bono charity and asked Sequel to help them create a series of podcasts about how knife crime has impacted individuals and families. They wanted to highlight the urgent need for preventative action as well as personal stories from contributors of positive steps they’d taken to stop knife crime in their own communities and beyond.
It was important to put the contributors at ease in sharing their personal experiences and grief. Trust colleagues who had been involved with each contributor, took on the role of presenter. We worked with them to develop the interview questions, having first chatted to each contributor to understand their story and talk them through the podcast process.
The episodes were also shared with the contributor ahead of general release. All were very happy with their episode, its content and portrayal and no edits needed to be made.
The first podcast was aired during Knife Crime Awareness Week and promoted both by the Trust and on the wider Knife Crime Awareness Week website.
So far, the series has racked up 1,838 views totalling 162 hours, largely from an audience in their 20s – an age group the Trust has always struggled to reach.
550 all-time streams
950 plays
73.53% of starts converted into streams of over 60 seconds.
1,530 listens on YouTube
“We’ve reached new audiences that we struggle with on other channels – all in the name of tackling knife crime through raising awareness,” said Rob Clark, Deputy CEO of the Ben Kinsella Trust. “The podcast series is a really positive and strong addition to our materials and resources.”
