THE KNIFE THAT SAVES LIVES by Y&R London for The Home Office

Adsarchive » Outdoor » The Home Office » THE KNIFE THAT SAVES LIVES

THE KNIFE THAT SAVES LIVES

Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Y&R London
Creative Director Damon Collins
Art Director Amber Casey, Dan Hubert
Account Supervisor Nick Fokes
Released October 2009

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: HOME OFFICE
Product/Service: ANTI KNIFE CRIME
Agency: RAINEY KELLY CAMPBELL ROALFE/Y&R
Creative Director: Damon Collins
Copywriter: Dan Hubert/Amber Casey
Art Director: Amber Casey/Dan Hubert
Account Manager: Jane Redfern
Account Supervisor: Nick Fokes
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: RAINEY KELLY CAMPBELL ROALFE/Y&R, London, UNITED KINGDOM

Description of Ambient execution
Knife Cut Out Solution: We decided to create ambient actual size knife ‘cut outs’ that where put on the ground. They were made to look so real people were tricked into picking them up. When they did, they read the hard-hitting message that if you pick up a knife you can get 4 years in prison. Location/scale: We placed the ‘fake knife flyers’ in the specific areas that the young people who carry knives hung out. The result was a message that made them literally stop in their tracks. It was such a success that young campaigners who have had direct experience of the dangers of Knife crime volunteered to hand out the ‘fake knife’ flyers, targeting areas they knew their peers hung out. Chicken Box Solution: To create advertising that got into the heart of where the young people who carry knives hang out. We printed our the hard-hitting message that if you carry a knife you can get 4 years in Prison on the Chicken boxes. Location/scale: Chicken shops in areas where there are the most reported cases of Knife Crime. This resulted in young people taking the time to fully understand the harsh realities of prison if you carry a knife.