RKCR/Y&R has created two documentary-style films, which are based on real testimonials from young people involved in knife crime, and are targeted at 10-16 year olds.
The film of the disabled youth focuses on the physical consequences of a stabbing, while the other film focuses on how knife offences result in punishment, using interviews with inmates at a young offenders institute serving sentences for knife crimes.
Damon Collins, executive creative director at RKCR/Y&R, says "This is an issue that the whole agency feels passionately about. These kids are a terribly tough audience to reach and we've found that traditional advertising conceits will hardly register when it comes to changing their behaviour. The two areas of punitive and physical consequences we believe are ones that will resonate most with them."
The latest stage of the 'It doesn't have to happen' campaign started with outdoor ads on October 5 and will also include TV ads.