AdvertiserThe Metropolitan Police Service
AgencyMiles Calcraft Briginshaw Duffy
ExposureUnited Kingdom and Europe
The Metropolitan Police Service has launched a TV campaign aimed at discouraging youths from carrying knives.
The 60-second spot, created by Miles Calcraft Briginshaw Duffy, will appear on youth channels with the message that carrying a knife does not give a young person kudos.
It opens on an ordinary teenage boy going about his daily life, dressed in a ridiculous outfit that makes him an object of ridicule among his friends.
In another scene, the boy is seen passing the knife to his friend and as he does, his friend transforms into a similarly ridiculous costume.
It ends with the line, "Carrying a knife -- it's not a good look".
The campaign is also being carried through into online channels by MCDB's sister agency, Elvis. As part of a media partnership with Kiss, the campaign will appear on air and on the Kiss 100 website.