Public Sector: Campaign Breakdown - It Doesn't Have to Happen

Agency: The Forster Company
Client: The Home Office
Timescale: Now until April
Budget: Undisclosed

The lowdown

A new national anti-knife crime website and series of practical toolkits for local campaigners have been launched by Home Office minister Meg Hillier. The move forms part of the Government's It Doesn't Have to Happen anti-knife crime youth campaign.

Why is the Home Office doing this now?

There has not yet been a national campaign in which local communities and charities can directly take part. This Forster-managed campaign will allow these groups to access resources and apply them to their area.

Who is being targeted?

People and organisations who can deliver messages direct to their community, including young people themselves.

What is on the website?

The website will act as a one-stop-shop for key facts, resources and case studies around a range of anti-knife crime initiatives. It offers guidance on how people can reduce youth knife crime, including peer-to-peer activity for young people.

Tactical activities

Regional activities will take place in February and March. These include an activity week at a school in Reading, a street marketing project for young people in Merseyside and a football tournament in Nottingham.

Are there any potential pitfalls?

A key challenge is to make sure the campaign includes the needs of the many and varied organisations at which it is aimed, so they must collaborate rather than work in isolation.

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