Clear Channel Outdoor is supporting a new peer-to-peer campaign from Britain’s oldest museum - The Royal Armouries - which is urging young people to say No to Knives (NTK).
With the support of the Government, the Police, and leading weapons awareness organizations, NTK aims to persuade young people that carrying a knife will not protect them and that there are smarter ways to stay safe.
It hopes to attract 1,000,000 pledges from young people not to carry knives the website ntk.org.uk and provide practical courses in weapons awareness at a local level in London, Yorkshire and Hampshire.
It also aims to provide a platform for constructive debate on the knife crime issue and to promote knowledge sharing and best practice amongst community groups and other stakeholders
As part of its commitment to Corporate Social Responsibility, Clear Channel Outdoor works closely with a number of charities and local communities and is supporting the NTK campaign through the donation of 500 6-sheets in targeted locations across the UK.
According to Andrew Walker, Marketing Consultant at Heavenly, the brand agency that developed the campaign with the Armouries, “Outdoor advertising allows us to talk directly to local communities and target the specific boroughs and inner-city areas where knife crime is occurring.
“Outdoor is proven to be highly effective at addressing our target audience, and Clear Channel’s participation has allowed us achieve wide exposure across the UK, boost awareness of the campaign and drive traffic to the NTK site.”
Museum Director, Royal Armouries, Peter Armstrong, added, “Sadly a lot of young people don’t realize that carrying a knife could be a recipe for disaster – so we decided to create an interactive peer-to-peer website to give young people a voice.
“We hope that by raising awareness of the campaign, informing young people about the dangers of knives and delivering weapons awareness courses, we can have an impact. If NTK can persuade even one person not to carry a knife, it will have been worthwhile.”
The campaign has already generated a huge amount of interest from the many people involved with tackling knife crime across the UK and beyond. It provides a forum to bring together the many agencies working in this field.