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Who are we talking to?
Children aged 10-17. Using the realness of the stories and statistics to cut though all the commercial noise they see and hear every day. But the campaign should also shine a light on the topic to the wider public, and help encourage them to realise that knife crime isn’t as clear cut as it may appear.
The important stuff
A typographically led integrated campaign to stop knife crime amongst young people in it's tracks. The campaign must leverage the Key4Life branding assets (logo & colour) but it is not bound to the use of their type family.
The campaign must include:
• One static element (eg. 48 sheet billboard)
• One digital element (eg. Instagram Story)
• One non-traditional touchpoint
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