There
were 39,818 knife crime offences in the UK in 2018.
Although
there have been police crack downs, government and charity initiatives, the
rate of knife crimes is still rising, and reports claim this is due to
lyrically violet drill music. With the highest rate of killings amongst young
males between 16-24, a notoriously hard demographic to reach, how do you target
them with an anti-knife crime message? How do you make this message matter?
We
used the one person they respect, their mothers, to do heart felt shout outs to
their sons asking them to not pick up the knife on Mother’s Day. This was done
through the one medium they respect, underground radio stations. If you won’t
do it for yourself, do it for your mum.