An online MCing competition is being launched by the Home Office to discourage knife crime as part of its 'It doesn't have to happen campaign'.
The activity, created by Saint@Rainey Kelly Campbell Roalfe/Y&R, offers would-be MCs the chance to show off their freestyle rap skills in a series of online knock out battles. The agency has created a microsite, called Freestyle King, on which the competition will be hosted. The site carries the strapline ‘Drop Lyrics. Drop Knives’.
The competition is linked to the ‘itdoesnthavetohappen.co.uk’ social networking hub of the campaign on Bebo. It is being backed by editorial seeding on relevant sites and a promotional video on YouTube.com.