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Home Office: Advocates #KnifeFree
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FCB Inferno has launched the latest phase of the Home Office’s #knifefree campaign which seeks to steer vulnerable young people away from the dangers of knife carrying. The campaign, which aims to educate 10-21-year-olds on the dangers of carrying knives, stresses the importance of early intervention to tackle the root causes of violent crime and provide young people with the skills and resilience to lead productive lives free from violence. The next wave of the national #knifefree advertising campaign features TV, radio and social ads and national OOH; innovative digital on apps and platforms including Spotify, Dax, Deezer, Teads, Twitch, and Venatus; and a youth Advocates pilot. Working with the production company Archer’s Mark, the latest campaign films have been brought to life by director Amy Becker-Burnett who injects her stories with heart and authenticity. A hero 60” and set of 30” films shows a set of true stories of young men and women who now live knife free. These accounts tell of lives which have been deeply affected by knife crime, the steps they took to move away from knife crime and the positive impact living without a knife has had, to inspire and empower those who are most at risk of knife-related violence.
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