Glasgow gets anti-knife poster campaign
July 17, 2010 by Michael
Learning from an advertising campaign that ran in the last year in Inverclyde, the Scottish government is now rolling out its ‘anti-knife’ message to young people in the city of Glasgow. Last year, the government piloted a scheme to raise awareness amongst young people in the Inverclyde region about the dangers and consequences of them carrying a knife on the streets. The ‘No Knives Better Lives’ strap line ran across a cinema advert creative execution, but also ran on a poster campaign in phone boxes. Phone boxes are a great way to target young people due to their city centre locations and their high street presence in local areas with a proximity to locations where young people hang out.
The creative execution was designed by The Leith Agency and the campaign also included ambient media formats that incorporated the photography work of David Gilanders, who worked with local street gangs and ran photography workshops where many of the kids from the gangs were involved.
The campaign is now due to roll out into Glasgow where no doubt printing companies in Glasgow will be involved in the production of posters and the ambient media formats. The campaign will also include an element of social marketing where a campaign created by young people will target secondary schools in the area and will convey the life-changing choice that comes between ‘knife or life’.
The campaign will also shortly roll out into Edinburgh and Clackmannanshire, taking the anti-knife crime message into these neighbouring regions.