The majority of London's knife carriers aren't gang members. They're frightened schoolchildren just trying to survive each day as it comes, because society has told them they don't have a future. Our multi-channel pitch response cut both ways: engaging our audience in the reality of knifings, whilst promoting the potential of their community.

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Posters are great for getting bold messaging out there, but we went further, disrupting our audience where they are by showing the real and long-lasting effects of stabbings.  

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I was part of the pitch team, and the below was our response. Unfortunately we didn't win the pitch but I loved the work and believed in this idea wholeheartedly - which is why it's here.