PARAMEDICS 3D

TitlePARAMEDICS 3D
BrandWEST MIDLANDS POLICE
Product/ServicePOLICE
Category C02. Sound Design
Entrant GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Idea Creation GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Media Placement GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Production GLOBAL MEDIA AND ENTERTAINMENT London, UNITED KINGDOM
Credits
Name Company Position
Justin Sanders Global, The Media & Entertainment Group Head of Production
Christiane Ward Global, The Media & Entertainment Group Producer
Tom Heinsohn Global, The Media & Entertainment Group Writer
Richard Poulton Global, The Media & Entertainment Group Creative Account Manager
Alex Downing Global, The Media & Entertainment Group Account Manager

View Script

Write a short summary of what happens in the radio advert

This Binaural audio ad was #2 in a series of 5 in a campaign that sequentially took the audience through the story of a stabbing and the consequences that come with it. 'Paramedics' - Following a stabbing, were hear paramedics arrive on the scene. We hear the urgency in their voices, the graphic sound of slicing through clothes as they attempt to reach the wound and the sound of screaming from a friend standing over the body. This is what is sounds like when you carry a knife To capture the sounds as realistically as possible, the scene was recorded on location using a real ambulance (with real paramedics playing their roles) arriving on the scene to treat our victim: in reality a Mannequin, laid down, dressed in clothes and fitted with binaural microphones in each ear to provide the perspective of the victim lying on the ground.

Cultural/Context information for the jury

Year-on-year knife crimes are on the up with under-25s a particular concern. Stabbings make big stories in the media which increases public concern, leading to pressure on the police for the issue to be addressed. We spoke to young people about how to speak to young people and what should be said. The feedback was that knife crime comes from simple arguments which escalate. Everyone wants to win the fight, so they carry a knife without thinking about/understanding the consequences. They need to be educated about what actually happens after a stabbing and how it impacts on everyone – victim/perpetrator/families Anything that was done needed to seem as real as possible and delivered in a place that was theirs – specifically where they listen to their music. The Binaural Knife or Life creative utilised real effects and people, reaching young people, being in their face, being unskippable and being authentic.

Script

BINAURAL : An ambluance siren stops. People surround you. A girl is crying. you're lying in an alley. FVO1: Step back, please! BINAURAL : People move back - another paramedic assists in getting people to move away. FVO1: Show me. FVO2 : Crying she's close - showing the wound) His chest. BINAURAL : The paramedic cuts through your coat. You can hear them moving quickly. FVO1 : Stay with me, Danny. Steve! Quick! BINAURAL : The paramedics swap FVO : (She's moving away) Back away, please BINAURAL : The girl that was crying is now screaming in the distance. The second paramedic is cutting you open. We hear graphic slicing, crunching. ANNOUNCER : West Midlands Police want you to know this is what it sounds like when you carry a knife. Life or knife?