FCB Inferno Encourages Young People to be #Knifefree
FCB Inferno worked with the UK Home Office to create #knifefree, a campaign aimed at discouraging young people from carrying knives. #Knifefree directly challenges the perception that knife possession is normal and makes you safer. The campaign educates young people on the serious consequences of carrying knives and directs those at risk to organizations that can offer positive alternatives and practical support.
In order to empathize, normalize, and ultimately, encourage the decision not to carry a knife, the campaign makes heroes of those who have chosen to live #knifefree. It tells the true stories of young people who have put down their knives, their catalyst for change, and the consequences they have experienced. Importantly, the campaign provides proof that there is a way out, sharing the positive alternatives and sense of freedom that comes from living #knifefree.
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