Young lads know they shouldn’t carry a knife. They know they’re more likely to get stabbed if they carry one. They know how quickly they can bleed to death if they’re stabbed. Yet it still doesn’t stop them.
The bold idea
Show these lads what effect their actions could have on the one person they care about more than anyone else – their mum.
Convictions for knife crime were down 18% year on year and, as a result of our campaign, 64% of our core target audience were motivated not to pick up a knife.