Scots Government Knife Crime campaign by the Leith Agency
Here is the Scottish Government’s Knife Crime campaign which is currently running in Inverclyde, created by The Leith Agency.
Here is the Scottish Government’s Knife Crime campaign which is currently running in Inverclyde, created by The Leith Agency.
The ‘No Knives. Better Lives.’ campaign has been running over the last month, but could now be rolled out into new territories.
The campaign includes two cinema ads and online virals produced by MTP and directed by Ewan Stewart.
6 sheets, phone kiosks and ambient are also included in communications The Leith Agency has also been working closely with a lot of local groups in the area, such as theSpeak Up Inverclyde group on bebo.
Photographer David Gillanders has also been involved in photographing many gangs which are included in the campaign. He is also working on the ground in Inverclyde, offering kids photography workshops etc.
Mark Seager was also involved in taking images for the campaign.
A programme of events is taking place in local schools, such as lectures from Medics Against Violence and ex-offenders.
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Comments
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Grisly. I hope people don't switch off before the message. The rhyming end line seems a little fluffy for such a campaign and the print is well worn frame print formula.
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Very powerful and well produced cinema/viral backed up by important work at grassroots - the way it should be. Well done Leith and client. Let's hope it works. Don't think the end line does any harm - message has hit home already.
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i find the tv execution almost like a different campaign to the press. the press one didn't really grab me like i wanted it to. the idea of the story/time line is good, just not hard hitting enough visual wise to match the tv route.
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I really hope this works but knifings seem such a spontaneous, random act that i just don't think it will. Hope i'm wrong. I guess if it saves just one life, then it should be applauded.
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Absolutely agree with David Isaac. Excellent. However I think perhaps Nick is correct. Knife crime can often be random and spontaneous and I'm not sure that the perpetrators stop and think. This makes me think though.....a lot. Also works well as a testament to the unrecognised, verging on heroic work that the health service personnel provide.
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the second you carry a knife it becomes premeditated.
Sorry I don't agree I think this will reinforce the thought that it's dangerous out there and will potentially encourage kids to carry a knife for protection.
FYI It was Mark Seager of Simple Photography who shot the excellent stills images for the campaign
like 90% of government work the ads talk to the converted not to the difficult to reach audiences who are too busy with other anti-social behaviour to ponder how well crafted the ads are
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re: anonymous (chicken) 14.04pm - that's why I said it's important it's backed up at grassroots, this is where the real and most important work happens.
Saying that, crafting an ad will help maximise its impact, whether it's 'pondered' or not.
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