Many young people still don’t see carrying a knife as a big deal and are all too quick to offer excuses. The truth is that carrying a knife seriously raises the stakes. We set out to show the consequences of their actions. The creative aimed to show the literal consequences that follow when you choose to carry a knife. By showing a knife-carrier being followed by those affected by knife crime, including paramedics, police officers, surgeons and the victim’s grieving family, we dramatised this trail of consequences. This ran on targeted youth TV stations such as MTV Base.