The Home Office has appointed Rainey Kelly Campbell Roalfe/Y&R to its £10m advertising brief to tackle crime and community safety.
The move coincides with a recent Government report that shows crime levelshave fallen over the past year across England and Wales, despite a recent spate of knife crimes.
The win follows a two-way pitch against Home Office roster agency M&C Saatchi.
The initial brief covered the Home Office’s controversial neighbourhood policing and community-safety initiative. But it has since been widened to address themes such as serious violence, knife crime and community confidence.
Tony Harris, deputy chairman of RKCR/Y&R, says: “We have worked on a number of Home Office crime reduction campaigns, and adding this project to our experience is a great opportunity to effect change right in the heart of people’s daily lives.”
The agency recently created the Home Office viral ad, featuring stab victims, to try and curb knife crime. Young people directly affected by knife crime helped to create the campaign, which showed shocking images of real-life wounds sustained by knife-crime victims.
The ad, which was rolled out across various social-networking websites, including Bebo. It features a string of graphic images of gaping wounds, including a man whose intestines have been left exposed by a vicious attack.
As part of the campaign, postcards depicting a hand which has been mutilated by a knife were handed out on the streets.