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
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.
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