“Harnessing the power of typography to make a difference in knife crime”
More than 60,000 children were arrested in 2019 for over 14,000 knife crime offenses in the UK.
Of everyone arrested for these crimes, they were overwhelmingly young men with almost half aged between 10 and 19.
This typographic-led campaign concept is for Key4Life, a UK-based charity that helps young men at risk of going to prison. Upon research, most rebellious children or teenagers do not respect their parents, teachers, or cops. They mostly adore and listen to their ‘big brother’ or many senior gang members. This #hereforyou campaign shows a bold statement from ex-knife crime offenders who have now repented.
Our approach is using a 'role model' who speaks up and tells a statement from their experience.
The selected people in the campaign are the big brothers they can relate to. The campaign uses the power of words to stop young people in their tracks and hopefully open their minds to bigger and brighter things.
Category: Social Impact
