Met Police launches anti-knife crime ‘computer game’ video

The Metropolitan Police is trying to talk to teenagers in a language they understand – the language of violent video games – as part of its campaign to halt the rising tide of knife attacks.

The Met’s advertising agency, Miles Calcraft Briginshaw Duffy, has created a video, called Knife City, which uses imagery based on the look of a computer game to ram home the point that carrying knives can destroy lives.

The video starts with an animation of a teenager in a “hoodie” putting a kitchen knife in his back pocket as he leaves his home in a squalid council block. Moments later, he is involved in a fight with another teenager – also armed with a knife – and stabs him. At this point, the video starts flickering between

game-style graphics and real video, as the police arrive and arrest the “hero”.

The video ends with a shot of the teenager – first as a computer game character, then as a scared youngster – seen through the slot in a cell door. The final message is/ “Carrying a knife – it’s not a game.”

It is unclear whether the video will be distributed as a viral or in some other form. The Met refused to comment as Marketing Week went to press. However, earlier this week it launched Operation Blunt, an anti-knife campaign which will see police with handheld metal detectors deployed at knife-crime hotspots across London. They will target bus, rail and Underground stations as well as colleges, pubs and clubs.

Miles Calcraft won the Metropolitan Police account – then worth &£2m – nearly two years ago (MW January 8, 2004) and has worked on a number of high-profile campaigns targeting gun crime, hate crime, street crime, domestic violence, burglary, drugs and terrorism.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here