The Kiyan Prince Foundation works to promote social mobility and thriving communities and reduce violent crime, by inspiring and coaching young people across the UK.

The pro-bono agreement means that MHP Mischief will develop the charity’s brand strategy and creative campaigns, while providing media and partner relations support.

Established by former boxer Dr Mark Prince OBE in honour of his son Kiyan, who was tragically killed while trying to break up a fight at his school, the Foundation helps thousands of young people to achieve their potential. The partnership with MHP Mischief will help the Foundation with its mission to find a permanent site from which it can run its outreach and support programmes.

As part of the agreement, Dr Prince will support MHP Mischief’s talent outreach programmes, helping to attract next generation talent into the communications industry.

MHP Mischief’s 2021 campaign for the Kiyan Prince Foundation, #LongLiveThePrince, imagined what Kiyan’s life and career as a professional footballer would have been like, 15 years after his death, aged 30.

The campaign featured a photoreal digital avatar of Kiyan, playable inside the FIFA21 video game. Working with partners including QPR, JD, Framestore and Topps, we secured a dream signing for Kiyan at his childhood club, a boot deal, and billboard advertising in iconic locations.

The work drove a year’s worth of donations to in a single day, allowing the charity to increase its outreach work. Even more importantly, it reached 60% of the target demographic, 78% of whom said it was relevant to their lives and 74% of whom said they would recommend it to a friend. #LongLiveThePrince won five awards at the 2021 PR Week Awards.

Unveiling the partnership, MHP Mischief CEO Alex Bigg said:

“This is a proud moment for our agency: A chance to do work that will change lives for the better and tackle some of the most urgent social issues facing our country. The Kiyan Prince Foundation is an incredible charity and this partnership will help it reach many more young people.”

Dr Mark Prince, CEO and Founder of the Kiyan Prince Foundation, explained:

“MHP Mischief have been incredible partners over the last year and I’m delighted to expand our relationship. Their strategic and creative expertise will help take our organisation to the next level.”

MHP Mischief campaign lead James Rollinson, added:

“We love working with Mark and his team. Their passion and commitment to this vital cause is inspirational. #LongLiveThePrince was an amazing campaign to be part of, and now we have the chance to build on its success and help the Foundation reach thousands more young people around the country.”