My Neighbourhood, Knife Crime and Advertising
Wednesday, July 23rd, 2008Knife crime is constantly in the news here, often accompanied by the word ‘epidemic’. The Economist referred to Britain as the ‘Island of Savages’ a couple weeks ago, and today’s Metro cites a report that one in five kids carries a knife for protection.
AMV BBDO has created an ad for my council, Tower Hamlets. It’s aim is obviously to reduce knife crimes and convince kids not to carry them. I think it misses the mark, and probably by quite a bit.
The ad is very well done, nicely shot and paced, but the message is if you carry a knife, you’re more likely to be stabbed by your own knife. I think this is like telling people that if they speed they are more likely to die in their own car. Kids carry knives to look tough, to be tough or because they feel they need protection from others carrying them. They are less likely to be concerned about being stabbed by their own knife than by being stabbed by someone else’s.











