The Home Office has launched a £1.3m campaign to reduce knife crime in England and Wales, tapping into three real-life stories to help raise awareness and bring the epidemic to a halt.
The ads, which are the first creative to come out of recently-appointed agency FCB Inferno, aim to encourage young people to live a knife-free life.
At the heart of the campaign sits a trio of short films in which three young people – Sonny, Aliya and Ben – tell true stories about their personal experiences with knives and the impact the weapons have had on their lives.
The ads will be targeted towards 10 to 21-year-olds across social media and on digital TV channels. Meanwhile, an OOH campaign will be displayed in English cities where stabbings and knife crime are prevalent.
Each of the films in the campaign, which were directed by James Burns, open up by showing youngsters in vulnerable places; whether that be in the bath underwater or lying on the floor listening to music.
Burns, who admits he was in a similar place at some point in his life, said: They are the ones that will drive the future, and if I could help one young person make a thoughtful decision that may change the course of their life, then I will have brought my traumatic experiences full circle.”
The stories of Sonny, Ben and Aliya each describe the times they struggled, witnessed or experienced first-hand knife crime as well as how it affected them.
However, each emotive story has a happy ending with the youngsters telling the tale of how they have turned their lives around with football, dance and cycling.
To ensure authenticity, FCB Inferno partnered with Archer’s Mark before casting actors to protect the true identities of each person sharing their story.
The three films will be broadcast across multiple broadcast mediums with audio edits for radio.