As part of the next stage of its #KnifeFree campaign, the Home Office has reworked the packaging of a Brixton chicken shop to encourage young people to steer away from knife crime.
The second phase of the #KnifeFree campaign has seen the Home Office tailor its media buy around communities and places in London that its target 10-21-year-old audience frequent.
As part of this strategy, it has collaborated with the renowned South London chicken franchise, Morley's. The outlet's iconic red box was replaced by black boxes with #KnifeFree written on the lids.
In total, 20,000 of the special chicken and burger boxes have been printed and distributed throughout its 35 locations.
The government has also produced out-of-home posters, created to look like flyposting, as well as stickers that act as kitemarks for local individuals and businesses supporting the movement.
The overarching #KnifeFree campaign was created by London shop FCB Inferno, which has also launched a series of other activations to educate 10 to 21-year-olds on the dangers of carrying knives.
Two films have been created to bring the initiative to life. 'We are #KnifeFree' is directed by Amy Becker-Burnett, who said she wanted show a set of true stories of young men and women who now live without weapons.
The accounts tell of lives deeply affected by knife crime and the positive impact living without a knife has had. They aim to inspire and empower those who are most at risk of knife-related violence.
The next wave of the national #KnifeFree advertising campaign features TV, radio, social and national OOH, as well as digital via apps and platforms including Spotify, Dax, Deezer, Teads, Twitch, and Venatus.
Additionally, to stress how early intervention can help tackle the root causes of violent crime, the Home Office has engaged a grassroots advocate programme in local communities, which will provide young people with the skills and resilience needed to lead productive lives free from violence.
Focusing on areas most troubled by knife crime, the government has partnered with youth experts Catch 22 and is working with Community Links to deliver and train local advocates. This is a pilot that will be reviewed over the summer.
FCB Inferno's executive vice president, Sharon Jiggins, said: “The insight work carried out by the Home Office and ourselves demonstrated young people carry knives for a variety of reasons including fear, a false sense of protection and peer pressure.
"Our campaign recognises that the decision not to carry a knife can feel hugely daunting. Hence our approach to showcase the stories where role models within communities have provided these vulnerable young people with the support and encouragement they’ve needed to stop carrying.
"By directing our audience to seek out the help of these mentors we are seeing how powerful harnessing the community can be in tackling this important issue”.
Despite falling for several years, since 2014 knife crime in England and Wales has been on the rise, with just under 40,000 offences recorded last year.
: '#KnifeFree'
As part of the next stage of its #KnifeFree campaign, the Home Office has reworked the packaging of a Brixton chicken shop to encourage young people to steer away from knife crime.
The second phase of the #KnifeFree campaign has seen the Home Office tailor its media buy around communities and places in London that its target 10-21-year-old audience frequent.
As part of this strategy, it has collaborated with the renowned South London chicken franchise, Morley's. The outlet's iconic red box was replaced by black boxes with #KnifeFree written on the lids.
In total, 20,000 of the special chicken and burger boxes have been printed and distributed throughout its 35 locations.
The government has also produced out-of-home posters, created to look like flyposting, as well as stickers that act as kitemarks for local individuals and businesses supporting the movement.
The overarching #KnifeFree campaign was created by London shop FCB Inferno, which has also launched a series of other activations to educate 10 to 21-year-olds on the dangers of carrying knives.
Two films have been created to bring the initiative to life. 'We are #KnifeFree' is directed by Amy Becker-Burnett, who said she wanted show a set of true stories of young men and women who now live without weapons.
The accounts tell of lives deeply affected by knife crime and the positive impact living without a knife has had. They aim to inspire and empower those who are most at risk of knife-related violence.
The next wave of the national #KnifeFree advertising campaign features TV, radio, social and national OOH, as well as digital via apps and platforms including Spotify, Dax, Deezer, Teads, Twitch, and Venatus.
Client: Home Office
Debbie Porter – Head of Strategic Communications and Campaigns
Hayley Equi – Deputy Head of Strategic Communications and Campaigns
Laura Jones – Head of Marketing
Anoushka Periyan – Senior Marketing Manager
Jen Nash – Marketing Manager
Brandon Hattiloney – Marketing Officer
Melanie Rhodes – Strategic Communications Manager
Kerry Charlesworth – Strategic Communications Manager
Biatra Christou – Strategic Communications Advisor
Michael Morrison – Strategic Communications Advisor
Agency: FCB Inferno
Sharon Jiggins – Executive Vice President
Emily Whiteaway – Senior Account Director
Chris Baker – Head of Strategy
Laura Pirkis – Strategy Director
Lucie Newlan – Senior Strategist
Ben Edwards – Creative Director
Guy Hobbs – Creative Director
Martin McAllister – Creative Director
Vivien Decombe – Art Director
Gerard Roda – Copywriter
Lara Ashman – Account Manager
Tom Elias – Account Manager
Ellie Bartram – Account Executive
Charlie Coombes – Broadcast Producer
Hanna Davis – Broadcast Producer
Dean Trendler – Senior Project Manager
Feven Mehari – Senior Project Manager
Mike Jenkins – Head of Digital Delivery
Sarni Strachan – Lead Senior Designer
Rich Bagley – Head of Studio
Steve Clark – Senior Artworker
Chris Jordan – Senior Digital Designer
Kumal Shah – Designer
CC Clark – Director of European Communications and PR
Sami Westwood – Associate Director of Communications and Influencer
Production Company - Archer’s Mark London UK
Director: Steve Jamison and Mike Brett
Director: Amy Becker-Burnett
Executive Producer: Kirsty Lane
Producer: Isabelle Graham
Director of Photography: Carl Burke
Director of Photography: Aaron Reid
Photographer: Vicky Grout