A peer-to-peer call for change, our campaign gives young men and women a platform to share their real experiences of living #knifefree, from their catalyst to change, the consequences they’ve endured, and the sense of freedom that comes from putting down the knife. Captured using a minimal intervention documentary approach, their stories are raw, compelling, and inspiring – like no other knife crime campaign seen in the UK.

By acknowledging the realities of our audience’s world, our campaign side-stepped the cynicism that young people can feel for communications, providing authentic and credible proof that living #knifefree can be their reality too.

We found four young people willing to share their stories of living #knifefree. Told in their own words, we created documentary-style content for film, posters and audio – each directing young people to our website, hosting advice and sign-posting to support.

Providing a counter-narrative in locations and at times at the highest risk of knife crime, we launched to coincide with the Easter school holidays. In a ‘digital-first’ approach, we made programmatic buys on VOD as well as targeting relevant programmes. We reached our audience on the platforms they engage with most, including Snapchat, Deezer, and Xbox. Each time, the creative was adapted to feel native to its environment.

Finally, to create a sense of a societal shift, we created 6-sheets and phone-kiosk imagery to build community-wide awareness and reach young people when they were out with friends, creating a powerful sense of momentum behind the movement to live #knifefree.

For quantitative results, see ‘confidential information’.

Our ‘digital-first’ strategy has ensured that millions of young people have seen our campaign. Combined with a wealth of press coverage, including BBC, The Guardian, Sky News, we have started to shift the narrative surrounding knife crime, proving to young people that it is possible, and safer, to live #knifefree.

Qualitative research is already showing the impact of #knifefree on young people:

“This film conveys the idea that it's not worth carrying a knife. It's just losing your potential and wasting your life. Instead you should focus on what you're good at, where you're talented, work on it, do something greater.” (17yo)

“These films make you think differently. These films show that carrying a knife is not going to lead to power, success. It will bring trouble, no matter what. We can find something that channels our energy away from it.” (18yo)