Our creative brief from Sussex Police was to influence behaviour change among young people to reduce and prevent serious violence, focused on knife-related crime in Sussex. We were asked to speak directly to the audience of young people aged between 15 – 18 in an authentic and engaging way.
We created slightly surreal scenes that reinforce the consequences of carrying a knife, coupled with bold typographic statements that ‘tell it like it is’. We really wanted our audience to stop in their tracks when confronted with the creative, whilst simultaneously ensuring Nana & Grandad wouldn’t be so interested, and end up feeling vulnerable. The unbranded campaign consisted of a set of animated social media posts, which were shown via police and partner agency’s social media channels.