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Editor's Pick. Met Police 'Ridiculous'

Agency: Miles Calcraft Briginshaw Duffy

Client: Metropolitan Police Service

An anti-knife message meets Hoxton fashion crimes in a new campaign from the Metropolitan Police Service.

‘It’s not a good look’ aims to discourage young people from carrying knives as part of the ongoing activity under Operations Blunt and Curb.

The campaign will be shown on youth orientated television channels and online websites and challenges the misguided perception among some young people that carrying a knife gives them kudos or power.

TV is being supported by radio activity and an interactive online element in the form of a game that young people can share with friends.

A poster has also been devised that will be made available for schools and youth organisations in London.

Commander Shaun Sawyer from the Violent Crime Directorate said, “This innovative campaign is a new way of connecting with young people. It will help drive home the message that no one should feel it necessary to carry a knife.

“This is just one part of a large programme of initiatives with partners from the private, public and voluntary sector to make our young people safer.”

Those engaged in serious violence will end up damaging their lives either tragically, or by being arrested and having to deal with a criminal record. We will not tolerate offending which blights the lives of our young people.”

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