Public Sector: Campaign breakdown - It Doesn't Have To Happen

Agency: In-house supported by Uproar
Client: The Home Office
Timescale: October 2009 - January 2010
Budget: PR budget not revealed, but overall budget is £2m

- The lowdown

The Government is rolling out the second half of its anti-knife campaign, to coincide with the autumn school half-term. The campaign was launched last May, and has used television, radio and online advertising, as well as the 'It doesn't have to happen' Bebo social networking site, which has more than 10,000 friends.

- Who is being targeted?

Young people between the ages of ten and 16.

- What are the main aims?

The campaign aims to reduce the number of teenagers carrying knives, using the power of peer-to-peer influence to spread positive messages and show that there is a way for all young people to get involved.

- What is Uproar doing?

A youth taskforce has been set up to communicate to peers the dangers of carrying knives. The group of young people, aged 15 to 20, are from communities affected by knife crime and will spread the campaign message in areas including London, Leeds, Cardiff and Bristol.

- What other elements are involved?

The campaign will use television and online advertising featuring testimonials of real inmates serving sentences for knife offences. The advert will run on youth websites and TV music channels.

- What else is Uproar planning?

A music video is being launched on Bebo called Don't Shank Just Skank. It features members of the taskforce and house music artists Donaeo, DJ Luck and MC Neat spreading anti-knife messages through music and dance.

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