TBWA\MCR unveils hard-hitting knife crime campaign
TBWA\MCR has launched a hard-hitting poster campaign highlighting how the under-funding of youth services has contributed to the surge in knife crime.
Created to drive awareness and raise funds for lobbying and support group Fighting Knife Crime London, the creative has honed in on the insight that ‘more cuts lead to more cuts’.
The OOH campaign has three variations, each with an extreme close-up of the face of a young person depicted as a victim of knife crime plus a strapline highlighting an area of youth services funding that 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, the founder of Fighting Knife Crime London, said: “It has never been more important for communities to come together, to cut knife crime from our streets, and return hope through the power of genuine collaboration."
“This powerful poster campaign is the brainchild of TBWA\MCR. Fighting Knife Crime London is honoured to join with them to bring the widest range of information resources and guidance to all who want or may need help.”
Lisa Nichols, executive creative director, TBWA\MCR, said: “A shocking decline in government spending on local policing, youth services, youth clubs, after school activities, and reduced mental health support, has all impacted the rise in knife crime numbers.
“Our aim with this campaign is to show that this decline has a very real human cost. We wanted to put a face to the statistics. We are proud to have produced this work for an organisation like Fighting Knife Crime, who work hard to reduce knife crime in the UK to stop young people becoming a fatal statistic.”
The OOH campaign runs on 48 sites in and around London from October 23rd and will be supported on social channels.
The images are by David Boni Photography and media was planned by Build Hollywood.
Credits
Title: Cuts
Brief: Underfunding leads to knife crime
Agency: TBWA/MCR
Client name: Bruce Houlder, Project Founder, Fighting Knife Crime London
Copywriter: Lisa Nichols
Art Director: Gary Fawcett
Planner: Lorna Hawtin
Designer: Daniel Bickerton
Photographer: David Boni
Editor: Rose Alder
Producer: John Allen
Media Planner: Isobel Deevy
Media Agency: Build Hollywood
Image credits: Supplied by TBWA/MCR
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: