Powerful knife crime campaign draws attention to underfunding in youth services

TBWA\MCR has launched a powerful poster campaign highlighting how the underfunding of youth services has contributed to the rise in knife crime.

The creative was launched to raise awareness and funds for the advocacy and support group Fighting Knife Crime London. He has focused on the insight that “more cuts lead to more cuts.”

The OOH campaign consists of three variants, each featuring an extreme close-up of the face of a young person portrayed as a victim of knife crime, as well as a slogan highlighting an area where youth services funding has been cut.

Each poster has a call to action: “Underfunding leads to knife crime.” Help save lives. 'Donate Here' and a QR code where people can donate to support the work of Fighting Knife Crime London.

Retired judge Bruce Houlder, founder of Fighting Knife Crime London, said: “It has never been more important for communities to come together, eliminate knife crime from our streets and restore hope through the power of true collaboration.”

“This powerful poster campaign is the brainchild of TBWA\MCR. Fighting Knife Crime London is honored to be working with them to provide the widest range of information resources and guidance to anyone who wants or needs help.”

Lisa Nichols, executive creative director of TBWA\MCR, said: “A shocking fall in government spending on local policing, youth services, youth clubs, after-school activities and reduced mental health support are all having an impact on the rise in knife crime.

“Our aim with this campaign is to show that this decline has a very real human cost. We wanted to give the statistics a face. We are proud to have produced this work for an organization like Fighting Knife Crime, which is working hard to reduce knife crime in the UK to prevent young people becoming a deadly statistic.”

The OOH campaign will run from October 23rd across 48 locations in and around London and will be supported across social channels.

Images are by David Boni Photography and media was planned by Build Hollywood.