The Week: Advertising News - VBS backs anti-knife drive

The Home Office is supporting its "It doesn't have to happen" anti-knife crime campaign with activity across Viacom Brand Solutions channels.

The campaign is the latest in the "force for good" initiative to be backed by VBS and will launch across MTV UK channels. It will feature two 40-second spots created by VBS that encourage viewers to enter a talent contest designed to prove that young people don't need to carry a knife to gain respect. The campaign will run for six weeks and winning entries will be exhibited at an MTV event in January. Last week, VBS launched a similar campaign to support the Trident anti-gun crime initiative in London.

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