Knife Crime (Scottish Government)

THE BRIEF: Communicating knife-crime consequences to teenage boys that are on the cusp of carrying a knife

THE IDEA: Real life stories told from family members of knife crime victims and offenders

Insight:
Teenage boys are not afraid of going to jail, but they care deeply about their mothers/whole family. The key message of this campaign should be that carrying a knife ruins not only the life of the boy, but also the lives of the family members.

Creative Concept:
Tell real life stories from the perspective of family members in an intensely emotional and memorable way. The testimonials are displayed in different shapes of knives.

I  came up with the idea of using real life stories, did research on general knife crime statistics and testimonals

Adshels, billboards and a short-film concept

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