My Neighbourhood, Knife Crime and Advertising
Knife 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.
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July 23rd, 2008 at 5:29 pm
Nice idea. Hardly convincing though. I somehow doubt it will have much of an impact on the idiots carrying the knives though.
July 23rd, 2008 at 10:03 pm
Hmm, it is good thing to have this kind of promotions at least, but it is real question will it make results, or even make it worse.
July 24th, 2008 at 10:26 pm
I must be thick; I had to watch the gore twice to get the intended message. I’d be more likely to respond with “get a gun”…guess that’s not possible in the UK. I hope your neighborhood really isn’t this bad.
July 28th, 2008 at 9:24 am
http://www.flickr.com/photos/illegalphotos/
You can probably made use of some of those…
July 29th, 2008 at 7:16 pm
In line with Mark’s comment above, the Met, the various public institutions and the media have made sure that we are aware of the problem: broken families, broken futures. The issue now is whether more publicity of this horrific situation will make matters worse. In my view, all this public display of media may young people think that is cool to carry weapons and be feared. So, the root of the problem is convincing this young people that fear does not equal respect from society around you. Being feared equals being stupid and missing out on the potential joys of living.
July 30th, 2008 at 10:41 am
Great post. I totally agree with you. But sometimes for ones security its useful to carry a knife when you know your life is in danger!
July 30th, 2008 at 3:53 pm
Carrying a knife for self protection is a good idea given the crime culture is spreading everywhere in the society but the government should chip in with something to control crime and instill confidence in the common man.
July 31st, 2008 at 5:22 am
Hmm, it is good thing to have this kind of promotions at least, but it is real question will it make results, or even make it worse.
August 1st, 2008 at 1:23 pm
I live in the big LDN and I have to admit that while this advert looked good it’s not going to stop the youths carrying knives.
As I am sure you know, nearly everyday there is a story about some kind of knife crime on Capital FM.
This city has always been rough, but it’s just getting to be a joke when 12 year olds are walking round with kitchen knives!
August 1st, 2008 at 2:19 pm
Well carrying a knife for self protection is not that bad an idea, but for kids doing so wouldnt be that nice too. But with the crime rate going on a hike self protection comes as the main objective though.
August 5th, 2008 at 8:01 pm
Whether carrying a knife for your own protection or not , its illegal! Even for adults or kids its not an option! This advert is not gonna help in any way as the rate of crime is more than ever increasing.
August 7th, 2008 at 4:55 pm
wow… that is a very heavy (emotionally) tv spot… although I know many think it’s silly I think many of the anti-gun laws in London are very draconian, of course the obvious rebuttal to this is that people would use guns instead of knives… endless argument but I feel for those that are hurt by needless crime.
August 9th, 2008 at 10:27 am
This is very emotional adv. Crime on the streets is more and more with every day and you don`t know when will be your last day because when you go home after work somebody may will kill you for your watch or bracelet for what? 10 pounds? This article really make me feel strange and I thing the life our days is not easy.
August 18th, 2008 at 9:58 pm
I remember how it was when I was a kid, and its nothing similar to what is happening on the streets now. The violence and intolerance are growing and we can see it clearly. People do not control themselves like they used too.
And the video, I dont think it will help much. People who have knives simply wont connect with this. Sad but true.
August 19th, 2008 at 5:14 pm
The rate of crime is alarming. I am no academian but i think violence and aggression is entrenched in the average individual (especially male). I think something has to be done about the rate of violent crimes
August 22nd, 2008 at 5:37 am
In line with Mark’s comment above, the Met, the various public institutions and the media have made sure that we are aware of the problem: broken families, broken futures. The issue now is whether more publicity of this horrific situation will make matters worse. In my view, all this public display of media may young people think that is cool to carry weapons and be feared.I know many think it’s silly I think many of the anti-gun laws in London are very draconian, of course the obvious rebuttal to this is that people would use guns instead of knives… endless argument but I feel for those that are hurt by needless crime.
August 25th, 2008 at 7:09 am
If it’s not gun violence, it’s knife violence… How utterly unnerving and depressing. Thank you for sharing, though…
August 25th, 2008 at 9:09 pm
I never really thought of the dangers of carrying a knife. Thanks for the info.
August 26th, 2008 at 11:00 pm
the message of the ad makes sense. then again, kids do tend to think they’re invincible, so i’m not sure what kind of an effect this message will have.
August 27th, 2008 at 1:08 am
Wow, as an American it’s scary how real this is, if you simply replace “knife” with “gun”.
Personally, I believe that those who wish to gain an advantage by using leverage (a weapon), will always find SOMETHING.
Ban guns, knife crimes.
Ban knives, club crimes.
Ban large wooden sticks, etc. etc.
I’ve always been a fan of these sorts of ads that at least TRY to get more at the source of the problem (the emotions and reasons behind carrying in the first place). I’m sure, just like responsible gun owners, there are those who responsibly carry knives for multi-purpose reasons (self-defense included), so I’d imagine that the goal would be to focus on the reasons those that abuse those weapons, do so in the first place.
*shrug*
August 27th, 2008 at 8:38 am
Funnily enough, here in Australia, after they banned guns and firearms. It wasnt knife stabbings that went up… it was beatings!
Goes to show you can ban something, but its not going to stop violence.
September 25th, 2008 at 12:41 pm
I agree with Australian. Violence seems to be on the up rise and I’m not sure why. Too many people are too angry these days and instead of using their brain, they use weapons - the cowards way.
If schools can’t keep control, how can we ever discipline people from a young age.
October 13th, 2008 at 10:04 am
Makes sense to me - if you carry a knife, violence can escalate as the OTHER person carrying the knife defends him/herself from your knife by stabbing you first. If you have no knife, you’re not a threat (or not as much of a threat).
October 29th, 2008 at 5:46 am
Carrying a knife severely increases your likelihood of being attacked by someone who knows you are carrying and they want to get your first before you get them.
January 5th, 2009 at 11:19 pm
I don’t think they will ever make an advert that will stop people killing each other. Better to spend the money on giving the kids something better to do really.
March 5th, 2009 at 12:40 pm
I think they need to make harder punishment. Get caught with a knife then you go to jail for a ‘x’ amount of time. Not his rubbish where you get told off.
Once upon a time life sentence was life, not 20 years.