The Metropolitan Police Service has launched the latest ad in its Knife City campaign, which aims to discourage teenagers from carrying knives. The ads, created by Miles Calcraft Briginshaw Duffy, will break this week.
The campaign features a teenage boy dressed in a ridiculous lurid-green outfit who is being ignored by his friends. The boy takes out a knife and shows it to a friend, whose outfit then turns into a similarly ridiculous costume. It has the strapline: “Carrying a knife- it’s not a good look.”
It will run on TV, including MTV, and online through a specially developed microsite where the film can be viewed and shared. It will supported by radio by a campaign on the Kiss network.
Kirsten Ross, campaign manager at the Metropolitan Police, says: “Our experience is that young people carry knives for a number of reasons including a misguided sense of kudos, self-protection, and in order to commit offences.”
The Knife City campaign is part of a long-term initiative by the Metropolitan Police Force to crack down on knife crime.