What did the campaign involve? The free event, targeted at 14 to 22 year-olds, was both a celebration of urban culture and the launch of the Education is the Key initiative, which promotes the message that there is an alternative path to gun and knife crime.
The event provided an opportunity for the community to come together and support and inspire individuals to take this path. This message was relayed via the talent and skills of urban bands and artists and via engaging and participatory activities, including a video diary room and a pledge wall where attendees could record their commitment to the cause.
Speakers included Bob Evans, assistant chief constable from the Tackling Knives Action Programme. Community leaders and industry experts such as the Body Shop Foundation and the Playvybz Academy – teaching radio and DJ skills – were also on-hand to offer advice and support.
Performers included host Richard Blackwood, Parkour, freestyle specialists Urban Heroes, and urban dancers the Alluminae Dance Company and Funkstylerz.
The event was turned around in just four weeks from initial concept through to execution, and was made possible by those involved giving their time, expertise and services free of charge.
What were its objectives? To launch the Education is the Key initiative and kick-start its development across the UK, drive forward and magnify the STOP campaign, and ultimately to save lives.
Was it part of a broader marketing campaign? The launch is part of the wider STOP campaign, which is ongoing.
How has the success of the campaign been evaluated? Through media coverage, feedback via social media, and the future opportunities created for the campaign as a direct result of the event.
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