The Home Office is launching a £3m hard-hitting campaign featuring real knife wounds in an attempt to combat knife crime. The viral campaign, which is aimed at teenagers, will run across websites such as Bebo and over mobile phones.
One of the ads shows a man with a Swiss Army knife and a screwdriver sticking out of his chest. A second ad shows exposed intestines that have emerged from a knife wound and a leg, which has become gangrenous after a knife attack.
The images have been taken from a medical photo library and appear as slides being used to illustrate a fictional medical lecture – accompanied by a script that was overseen by a trauma surgeon.
The two-minute scene is accompanied by a second viral advert depicting CCTV footage of a knife stabbing on a shopping street, using actors. The viral activity will be supported by two radio executions and promotional postcards.
The campaign have been created by COI and 18 teenagers from across England and Wales, who took part in a Government summit in April.