ADVERTISING

Cuts

Agency: TBWA\MCR

Description

As a nation, we are becoming numb to bad news and shocking statistics. Knife crime is one of these stats, with figures in the UK higher than ever. Sadly, the faces of those killed are quickly forgotten.

Charities like Fighting Knife Crime aim to reduce knife crime in the UK.
To stop young people becoming a fatal statistic.

An unprecedented decline in government spending on local policing, youth services, youth clubs, after school activities, and reduced mental health support, has all impacted the rise in knife crime numbers.

As numbers for knife crime go up, the budgets to help reduce it have gone right down. What if we showed a country full of people blind to a decade of shocking statistics, the very real impact of these numbers?

We took key data on reduced government spending and displayed the stats in the most shocking manner, turning graphs into knife wounds on the faces of the young people it effects most.

No longer an easily forgettable number, piece of data or a statistic, now a life visibly changed for everyone to see. We put as much information as we could into the public domain in the form of print, posters and social media.

Our aim was to show that lack of investment has a very real human cost.
And that it’s not just kids carrying knives that are responsible for knife crime.

More cuts sadly lead to more cuts.

This professional campaign titled 'Cuts' was published in United Kingdom in October, 2024. It was created by ad agency: TBWA\MCR. This OOH Outdoor medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted about 1 year ago.

Credits

Agency: TBWA\MCR
Client: Fighting Knife Crime London
Client name: Bruce Houlder
Copywriter: Lisa Nichols
Art Director: Gary Fawcett
Head Of Design: Daniel Bickerton
Strategy Director: Lorna Hawtin
Editor: Rose Alder
Account Manager: Sam Jeffries
Photographer: David Boni
Producer: John Allen
Media Planner: Isobel Deevy
Media Agency: Build Hollywood

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