Home Office's anti-knife campaign
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The Home Office wanted to
create a powerful nation-wide advertising campaign that addressed the critical
problem of knife crime amongst the youth. In order to reach its target audience,
the youth, the Home Office organized a weekend of activities with groups
of young people coming from all corners of the UK. The idea was to have them
discuss the issue and come up with the concept for the campaign, with the
guidance of world reknown advertising agency Rainey
Kelly and the support of several organizations that work closely with
the youth. OnTheLevel Productions was selected to engage with the young participants
through art, coming up with visualizations of their ideas for the campaign.
The anti-knife campaign will feature across the UK, in printed media, radio, television and on the Internet.