Online ads pretend to announce a new music compilation of urban music A-listers titled "The Toughest Ever". The ads nudge people to sample it on Spotify.
But the playlist they reach is made up of songs actually played at the funerals of 10 victims of knife crime over the previous year, used with permission of the families and artists. Each song can be bought, with proceeds to go to the charity of the family's choice. The Spotify link is easily shareable to spread the message.
