Best Practice from Manning Gottlieb OMD
One in five young people carry a knife – a trend fuelled by fear.
Those who carry a knife are more likely to be stabbed themselves.
Manning Gottlieb OMD was faced with the challenge of convincing young people that carrying a knife was not the solution.
The team realised that the complex challenge needed an unconventional solution. So they spoke directly to young people.
In one weekend of creative workshops the campaign was born – designed and created by them - by young people for young people.
The campaign transformed knife carriers into knife rejectors through peer support.
Together MG OMD and the team built itdoesnthavetohappen.co.uk, which was hosted on the largest youth online hub, bebo.
Friends were asked to become directly involved in the campaign and then pushed out their content.
Virals, digital banners and postcards were also created, showing the negative consequences of carrying a knife.
Together the team also produced radio ads with experiences of real victims and outdoor posters with their picture pledges.
MG OMD also worked on diversionary opportunities with various youth channels to show the world their creative talents.
The campaign didn’t just make the news – it was the news!
- 12 million viral views
- 10,000 friends of the bebo profile
- 73 per cent of young people claimed that the campaign would make them less likely to carry a knife.
See this campaign in full by playing the video case study below.
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