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.