In certain pockets of Scotland, carrying a knife still feels like a real option. Young people carry a knife for protection. They don’t think they’ll ever use it.
The bold idea
We created an animated film using graffiti-style characters. Every frame was drawn, for real, and then filmed, frame by frame, in one of the campaign’s target communities, with the help of local kids.
Following the campaign, there was a 35% reduction in knife carrying. The film won a stack of creative awards, including a British Arrow in the online film category.