Home Office: #KnifeFree

FCB Inferno has launch its first campaign for the Home Office since being appointed in October 2017.

Knife crime is a priority area for the government, and FCB Inferno was briefed to develop a major campaign, aimed at young people aged 10–21, that directly challenges the perception that knife possession is normal and makes you safer, to educate young people on the serious consequences of carrying knives and to signpost those at risk to organisations that can offer positive alternatives and practical support.

Above: #KnifeFree, Aliya

The campaign features young men and women with real stories of escaping the control of a knife, and the the three 60-second films were directed by Archer's Mark's James Burns, who was chosen for both his bold visual style as well as his personal connection to the narratives being represented in the campaign. Throughout a troubled youth, Burns spent time in juvenile detention and prison before changing paths, aged 18, and launching a career as a filmmaker. His debut documentary We Live This collected a number of international accolades and earned him a place on the Saatchi & Saatchi New Director Showcase.

“At one point in my life I was in the same position as some of the subjects that I interviewed," Burns said. "I was compelled to do this project for the youth. They are the ones that will drive the future, and if I could help one young person make a thoughtful decision that may change the course of their life, then I will have brought my traumatic experiences full circle for good reason.”  

Above: #KnifeFree, Ben