Lead Forensics

Leicester City Council’s Youth Service Confronts Knife Crime in new Social Campaign

01 April 2020

Guerillascope is thrilled to announce the launch of a new social media campaign in conjunction with Leicester City Council as part of efforts to eliminate knife crime.

Underpinned by the message that you do not get a second chance to reverse a bad decision, paid Instagram posts conceptualised and developed by strategic partner Arch Creative show a teaser video targeted at men aged between 13 and 24.

The social ad then links through to a powerful short film produced by Arch and featuring talent from Young Urban Actors. Under the hashtag #LivesNotKnives – which is also used by Leicestershire police, as well as by police and councils nationally – the video warns young people to think twice about carrying a knife, as the consequences can be fatal. Possession can mean a 4-year prison sentence.

Commenting on the campaign, Katy Sharpe, managing director at Guerillascope, said: “We’re delighted to be able to support Leicester Council with this important campaign.

“Knife crime rips too many families and communities apart – it’s something we must confront as a society, and I hope this fantastic film helps people think twice.”

It’s particularly rewarding when we get the opportunity to develop campaigns which can make a direct difference to people’s lives,” added Joe Nixon, creative director at Arch Creative. “With knife crime on the rise across the country and affecting so many people, we wanted to create a powerful film which has the potential to influence young people to make the right choices.”

Cllr Kirk Master, assistant city mayor for neighbourhoods and deputy police and crime commissioner, said: “It’s vitally important that we engage young people in work to prevent knife crime. Our youth service has worked closely with Arch Creative, Guerillascope and young people themselves to produce a hard-hitting film that brings home the reality of knife crime.

“Social media is a crucial tool in spreading these messages – and is more important than ever as we fight the coronavirus, when many of us are using social media even more. I’m pleased we have been able to involve young people in the making of this film, because they know what is likely to hit home with their peers and what will work well to grab their attention on social media.

“In this way, we can keep up the important fight against knife crime in these challenging times.”

Watch the film here.

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