Background

Research shows that some young people feel that carrying a knife is essential for their safety and that they refuse to accept the potential consequences of carrying or using a knife.

Challenge

Changing the attitudes of these young people had to be done in a way that would engage with them directly and would not come across as condesending or ‘preachy’. Taking the roadshow concept into schools is an excellent way to target young people in a sympathetic environment where the campaign messages can be discussed.

Solution

Gencia created a hard hitting campaign to help make young people aware of the consequences of their actions. This roadshow travelled to schools in the Liverpool area and shows the consequences to the families of the victims of knife crime. As part of this campaign we also delivered an interactive questionnaire to mobile phones to show the consequences to people who carry or use knives. The questionnaire will ask questions related to peoples willingness to carry or use a knife. The end message will then illustrate the potential sentence for their action.

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