Knife crime is a society wide problem tearing through communities, with young people particularly at risk. In North East England, knife crime has risen by 7% on last year with nearly 1,000 offences being recorded. Everything worked closely with Northumbria Police and young people from community groups and schools to create a hard-hitting campaign with an authentic voice to raise awareness to 13-17 years olds of the dangers and consequences of carrying a knife.
The use of social media and mobile advertising was used to considerable success, with a total of 8.1 million impressions (people who saw the campaign on their device) across YouTube, Facebook, Instagram, Snapchat and mobile location targeting.
Tanya Brown, from the Conner Brown Trust, who lost her son to knife crime said of the Knives Impact Everyone campaign, “It’s so simple yet it has such a hard-hitting message, it just hits you and it will affect anybody [who reads it] and that’s what we need to get across. Seeing a message like that will have an impact”.