Integrated agency Kindred has been appointed to deliver the partnership marketing for the Home Office’s “It doesn’t have to happen” anti-knives crime campaign.
Partners for the campaign are likely to include organisations that have a strong relationship and credibility with teenagers in England, particularly those from disadvantaged backgrounds and living in urban areas.
The partnerships will run from August 2009 and Kindred will handle the recruitment and negotiation process.
Partnership marketing will support the delivery of the wider integrated communications campaign, launched in May 2008, which aims to reduce knife possession amongst young people.
The campaign has been developed “by young people, for young people” said the Home Office, and has already delivered outdoor, online and radio advertising and partnerships with MTV and the Football Foundation. There is also an online presence, focusing on a social networking site www.bebo.com/itdoesnthavetohappen, which has over 10,000 members.
“Through a dedicated partnership marketing campaign we will extend the reach of the ‘It doesn’t have to happen’ message and drive brand equity,” said Laura Trendall, Senior Marketing Manager at the Home Office.
Kindred was formed from the Mustoes and Geronimo Communications agencies – the two companies having merged in September 2008 and re-branded as Kindred at the turn of the year.