Shining a light on Scotland’s knife crime
No Knives Better Lives approached us to help educate young people about the effects of knife crime through social media.
With knife crime rife between 13-to-17 year-olds in Scotland, No Knives Better Lives set us the task of targeting Gen-Z with a mixture of fun and educational content to promote Better Lives on social media. Three years and over 800 social posts later, we’re delighted to see knife crime offences in Scotland drop to their lowest rates since 1974!
Our target audience may be young, but we wanted to talk to them like adults to discuss the serious issues that affect them every day. This meant carefully tweaking our content and tone of voice to be accessible and informative while not being preachy – no easy feat.
Starting from square one gave our creative team the chance to shape NKBL’s Instagram feed. We chose a mixture of photography, videography and bold, graphic-led design, for the best chance at helping cut knife crime in Scotland.
We wanted to ensure our audience weren’t in the dark about knife crime by highlighting the hard facts. This allowed us to cut through their timelines and create a safe, educational space for the community.
We brought the streets of Scotland to life by telling the real stories of knife crime victims and the effect it’s had on their lives. It was powerful, emotional and truly thought-provoking for our young audience.