This brief was from D&AD, it was set by Key4Life and Landor. Key4Life is a British charity that was made to help reduce youth reoffending through the delivery of a rehabilitation programme to those in prison and those at risk of going to prison. In particular, the UK has seen a surge in knife crime over the last 10 years. A lot of knife crime involves the youths of the UK who end up in bad situations that ultimately see them in prison for having used a knife to attack someone. 

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Key4Life partnered with Landor set a brief to come up with an awareness campaign on knife crime amongst youths in the UK. They required the campaign to be informative on the subject as well as something that would catch the eye of people most likely to offend and to engage and resonate with the viewer.

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For this, I created 3 static posters to be distributed around the UK in tube stations, bus shelters and shop windows. I also decided to make a short TV ad/YouTube ad that would catch the attention of viewers at home. I purposefully made it almost like a movie trailer as that would automatically make it more engaging and make the viewers watch it rather than just skipping it or looking away.