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See other news storiesHard-hitting anti-knife ads begin
29 May 2008
The radio, web and mobile ads, designed by those most affected by knife crime, take a tough look at the consequences of violence.
The government is investing £3m in the hard-hitting campaign that will run for the next three year. The idea was developed by a group of 18 young people who also wrote the scripts and recorded the radio adverts.
Ads made by teenagers, for teenagers
The teenagers from across England and Wales took part in a creative summit in April this year, sharing ideas about how to convince young people not to carry knives.
They developed the concept of a series of stabbings that could have been averted, and then created ads around that idea.
The ads will begin running in June on Kiss FM, Choice FM, Galaxy and Trent FM.
More ads can be viewed at www.itdoesnthavetohappen.co.uk, and viral ads will be distributed via Bebo (new window) and mobile phones.
The campaign will run simultaneously alongside another series of ads encouraging mothers to talk about knives with their children.
Making a difference
Khadijah Murchison, 18, from Bristol said he hoped the ads would make a real difference.
'All the young people that went to the creative summit have been affected by knife crime,' he said. 'So to share our experiences with each other and come up with ideas and adverts that will help reduce knife crime was great.'
Home Office Minister Vernon Coaker said any attack is one too many.
'We know that many young people carry a knife because they are fearful, and these adverts tell powerful stories about the dangers of going down that path. People have got to get the message that if they carry a knife, there’s more chance of it being used against them.'
