_#knifefree

ROLE: Creative, Production

CLIENT: Home Office

Knife crime among young people in England and Wales was rising rapidly and no surprise, government messaging wasn’t getting through.

The people that needed the support the most didn’t trust it and celebrity endorsement was whaayy too far removed from real life. 

So, the #knifefree campaign was built, a space for real stories told by those who’d carried, learned from experiences, and thankfully made the choice to put the knife down.

The message travelled through short films, social, OOH, and voices on the ground. These were trained advocates providing vital support from where it mattered most, from within the communities affected.