MHP Mischief

This omnichannel campaign put gaming at its heart to talk to a hard-to-reach audience of 16-25-year-olds about seeking the right path in life, no matter how difficult their circumstances.

From the shadow of personal tragedy, Mark Prince set up a Foundation in the name of his son, Kiyan, a talented youth football player, who was stabbed and killed in 2006. The Foundation uses life coaching and sports to empower young people to create thriving communities and a violent-free society.

In 2021, with the help of family and friends, Kiyan was brought back to life within the FIFA21 video game and commemorated on the Queens Park Rangers’ teamsheet and billboards across the country, enabling young gamers and football fans to learn about his story – and the help available to them.

The result was a campaign that united a wide range of partners, including QPR, EA SPORTS, JD Sports, Adidas, Topps and Framestore, generating billions of views, millions of engagements and generating more than £50k in public donations for a charity that averages £1k a month, securing the long-term financial support it needs to achieve its ambitions.

Kiyan’s legacy is no longer one of heartbreak, it’s one of hope and positivity.