WHY CUT YOUR DREAMS SHORT?
In 2019 almost half of those arrested for roughly 14,000 knife crime offenses in the UK were young men between the ages of 10-18. Key4Life, a foundation aimed at curbing the recidivism of those convicted, is hoping to send powerful messages that stop kids involved in knife crime before it’s too late.
The CHALLENGE:
Using a compelling story or statistic, shine light on knife crime in an unprecedented way. Use typography and graphics to engage the viewer and help them fully understand the weight and consequences that come with carrying a knife.
THE INSIGHT:
knives wOn’t
Bring
you
closer to your
Dreams.
Through talking to Ony, an ex-inmate turned Key4Life mentor, we were reminded that all kids have dreams. No matter
their circumstances, neighborhood, or background, the dreams are there. What these kids don’t realize is how the knives in their pockets jeopardize and even destroy these dreams.
Art Director: Katie Powell
Copywriter: Hailey Skinner
Strategist: Michael Mallory