Home Office
Our new campaign educates young people on the serious consequences of carrying a knife.
Disciplines: Advertising/Creative
Sector: Public Sector
Agency: #KnifeFree, FCB Inferno
The start of 2018 has seen an unprecedented rise in knife crime across London. The cause as yet is unclear but there have been many fingers pointed, at government, councils and at young people themselves. But not many effective solutions to the problem have been offered.
The Home Office’s latest campaign with FCB Inferno aims to educate young people aged between 10 and 21, about the consequences of carrying a knife by telling the stories of those who have chosen to now live #KnifeFree.
The campaign videos follow the true stories of those individuals who have suffered as a consequence of knife crime and the catalysts that led them to put down their knives. The films are personal and powerful, drawing the viewer into the reality of the lives at the heart of the crimes.
#KnifeFree calls on young people to make a positive change to their lives by telling “real stories about real people affected by knife crime”. It also offers resources for teachers, parents and friends to help them to support people they are worried about and to give a clearer understanding about the severity of the crimes.
Visit the #knifefree website to find out more.
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