Home Office – #knifefree
The Home Office needed to combat a rise in knife-carrying among young people in England and Wales.
The problem was, young people are deeply sceptical about government messages and find celebrity and influencer campaigns not relevant to their lives.
To sidestep this we created #knifefree, and told real stories celebrating young people who had struggled with knife-carrying but had chosen to live knife-free.
The platform was so successful it’s now entering it’s fifth phase, and we’ve spread the #knifefree message through film, OOH, social and even trained word-of-mouth advocates.
Kinsale – Music and Sound Craft (Original music) – Bronze
The problem was, young people are deeply sceptical about government messages and find celebrity and influencer campaigns not relevant to their lives.
To sidestep this we created #knifefree, and told real stories celebrating young people who had struggled with knife-carrying but had chosen to live knife-free.
The platform was so successful it’s now entering it’s fifth phase, and we’ve spread the #knifefree message through film, OOH, social and even trained word-of-mouth advocates.
Kinsale – Music and Sound Craft (Original music) – Bronze
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