Fighting Knife Crime London, the lobbying and support group for knife crime victims and their families, has launched a hard-hitting poster campaign highlighting how the under-funding of youth services has contributed to the surge in attacks.
Devised by TBWA\MCR, the creative has honed-in on the insight that “more cuts lead to more cuts” with the call to action “Underfunding leads to knife crime. Help save lives. Donate here”.
The campaign features three executions, each with an extreme close-up of the face of a young person depicted as a victim of knife crime plus a strapline highlighting an area of youth services funding that has been cut.
Each poster has a QR code where people can donate to support the work of Fighting Knife Crime London.
Retired judge Bruce Houlder, the founder of Fighting Knife Crime London, said: “It has never been more important for communities to come together, to cut knife crime from our streets, and return hope through the power of genuine collaboration.
“This powerful poster campaign is the brainchild of TBWA\MCR. Fighting Knife Crime London is honoured to join with them to bring the widest range of information resources and guidance to all who want or may need help.”
TBWA\MCR executive creative director Lisa Nichols said: “A shocking decline in Government spending on local policing, youth services, youth clubs, after school activities, and reduced mental health support, has all impacted the rise in knife crime numbers.
“Our aim with this campaign is to show that this decline has a very real human cost. We wanted to put a face to the statistics. We are proud to have produced this work for an organisation like Fighting Knife Crime, who work hard to reduce knife crime in the UK to stop young people becoming a fatal statistic.”
The OOH campaign runs on 48 sites in and around London from this week and will be supported on social channels. The images are by David Boni Photography and media was planned by Build Hollywood.
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