Home Office launches new anti-knife crime ads featuring young knife-carriers

LONDON - The Home Office has launched a new anti-knife crime ad featuring testimonials from real knife-carriers warning of the consequences of knife crime.

The campaign carries the strapline "carry a knife and lose your life" warning of the loss of freedom as well as loss of life that can result from carrying a knife.

The ads by Rainey Kelly Campbell Roalfe/Y&R, which will run across TV online and outdoor, target young people between the ages of ten and 16 and are part of the "it doesn’t have to happen" campaign.

The ads are in a documentary style, with one newly released execution based on testimonials of real inmates at a young offenders institute serving sentences for knife offences.

The second ad in the campaign, breaking online on 27 October, features a young person who was rendered severely disabled after a knife fight.

Damon Collins, the RKCR/Y&R executive creative director, said: "This is an issue that the whole agency feels passionately about.

"These kids are a terribly tough audience to reach and we've found that traditional advertising conceits will hardly register when it comes to changing their behaviour.

"The two areas of punitive and physical consequences we believe are ones that will resonate most with them."