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