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#knifefree campaign The #knifefree campaign was inspired by the song ‘3 minutes to live’ by an up and coming grime artist called ‘Yizzy’. The song was released in 2019 and discusses the important topic of knife crime. Statistics
have
shown
that
knife
crime is a growing problem within UK, in 2019 there where around 45,000 reported assaults that had a victim of knife crime. Statistics also show that over 3/4 of those who are committing these crimes are over 18.
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Vinyl record The 12 x 12 vinyl record cover uses the Google font ‘Alfa Slab One Regular’. The copy is used to form a calligram which takes the shape of a circle, the knife is then used to help create the
3
shape
of
a
caution
symbol.
Poster design Continuing with the use of calligrams, this
poster forms
the shape of a
knife, which of course an important symbol for the campaign however it was decided to leave the blade looking unused because it is important to remind the audience that
knife crime
is something that can be avoided. The poster also includes the digital element which is a QR code in the bottom right corner, the digital element is placed on the poster rather than the record cover because a poster is most likely to reach the wider audience. 4
Digital element: QR Code The digital element for this project is a QR code, which is displayed on the poster however because it is a simple QR code it could be added to other touch-points. Once scanned the viewer is directed to the #knifefree website which is a charity that helps those who have been affected by knife crime, the charity also provides information for those who carry a knife of the risks they are putting themselves in by carrying one.
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Touch-point: Moving image The moving image created
for this
project is simple, it takes the symbol created for the vinyl record cover and simply turns as the song plays. The full video
lasts 3 minutes as
the song plays it acts
like a timer
counting
3
down
the
minutes.
Whilst the text rotates it slowly fades to red creating the full caution symbol that is displayed on the vinyl record cover. It is to symbolise the innocence lost when a knife crime is committed.
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Touch-point: Billboards The billboard design for this campaign continues with the idea of forming a caution sign. Whilst including the original design to promote the song it also includes two other designs which are to promote the risks that faces those who are apart of knife crime. This design doesn’t include the digital element but does include the tag #knifefree which
hash
is easy for the
audience to read and memorable if they need to find a resource to help them.
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Reaching the audience As briefly mentioned, statistics show that there is a higher percentage of adults committing knife crime than teens,
despite this teens are those
who often being shown in the media. This project shows that it is important to provide support and resources to those who need help rather than just portraying them in a bad light. Teens have commented saying that ‘stop and searches’ are not as useful as the government had hoped, however with a star like Yizzy who comes from a similar background as most of those teens
being portrayed, his
message is likely to have more impact and possibly reach a wider audience. 8