The Scottish Government is running “No Knives, Better Lives”, a national youth engagement initiative aimed at educating young people about the dangers of carrying a knife and the devastating personal consequences it can have on their future, as well as on their family and friends. It is designed to prevent young people from ever picking up a knife in the first place. The campaign includes an animated TV/online advert about a group of Scottish teenagers and the consequences of knife crime. Watch how a knife affects one teen as he finds himself in the wrong place at the wrong time. See more on the campaign at noknivesbetterlives.com.
Click on the image below to play the video in YouTube (HD)
Starting this month No Knives, Better Lives will directly target young people in each of the new areas through tapping into a range of diversionary activities including football, music and creative events. Later in the year, the campaign will see a local social marketing campaign, which depicts the life-changing choice between ‘knife or life’ that many young people face, targeted throughout the areas with work in local secondary schools kicking off after the October holidays.
The Knife or Life advertising campaign was developed at The Leith Agency, Edinburgh, by art director Steve Allsopp and copywriter Alfie Hayward. Filming and animation was produced at Ink Digital, Dundee, inspired by Italian wall graffiti animations by artist BLU.