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Embargoed: Not for publication or broadcast until 00.01 Friday 2 October 2009 - New adverts highlight the cost of carrying a knife

News Release issued by the COI News Distribution Service on 01 October 2009

New advertising which highlights the cost of carrying a knife and a taskforce of young anti-knife crime campaigners were launched today by Home Office Minister David Hanson. They are part of the next phase of the Home Office’s ‘It Doesn’t Have to Happen’ campaign, which aims to reduce knife carrying among 10 to 16 year olds.

The advertising employs the powerful message ‘carry a knife and lose your life’ demonstrating how easily carrying a knife can lead to death, loss of freedom or serious injury. Research has shown that messages make the most impact for this age group when they come from their peers who have experience of the issue and can talk first hand about the consequences.

The youth taskforce are a group of young people, aged 15 to 20, from communities touched by knife crime who will be spreading the campaign messages to their peers.

The next phase of the campaign includes:

* Two television and online adverts. The first of these is based on the testimonials of real inmates at a young offenders institute serving sentences for knife offences. This advert will run on youth websites and TV music channels – including Kiss, 4 Music and the Box;
* Posters which portray the punitive consequences of carrying a knife will be displayed at bus stops in key areas across England and Wales;
* Youth taskforce campaigners from cities cross the UK including London, Leeds, Cardiff and Bristol who will spread campaign messages in their local communities and via the campaign Bebo site; and
* Music video ‘Don’t Shank Just Skank’ members of the taskforce and top house music artists including Donaeo and DJ Luck and MC Neat spreading anti-knife messages through music and dance. The video will be available on the Bebo site.

Policing and Crime Minister David Hanson MP said:

“The vast majority of young people are honest and law-abiding, and won’t tolerate violence in their neighbourhood. This campaign targets the small minority who break the law.
"More people are now going to prison for carrying weapons and sentences are longer than this time last year. Through this campaign we are sending out a clear message that people who break the law and continue to carry offensive weapons will face tough penalties".

Youth taskforce member, Aron Jervis, from east London said:

“I've been stabbed myself, and it was a really traumatic experience. I got involved with ‘It Doesn't Have to Happen’ because I know that nobody can get through to young people better than other young people. It's only by working together that we can help put an end to knife crime.”

Olympic gold medallist and campaign supporter James DeGale said:

“I know knife crime doesn’t have to happen and I'm taking part in the campaign because I'm from the same background that these young people are from. I know what happens on the streets and anything I can do to support the fight against knives, I will.

“If I had one message for British youth it would be relax yourself, be positive, do something constructive and it will be cool.”

Association of Chief Police Officers on Crime, Chief Constable Keith Bristow from Warwickshire Police, said:

“We welcome any initiative that discourages that small minority of young people from carrying knives or engaging in any form of violent behavior that harms people in our community.”

Since its launch in May last year millions of young people have been reached by the television, radio and online advertising and over 10,000 are friends of the ‘It doesn’t have to happen’ Bebo site.

‘It doesn’t have to happen’ supports the work of the cross-government Tackling Knives Action Programme (TKAP). TKAP operates across in England and Wales in the areas most affected by serious youth violence to change behaviour and attitudes among young people.

NOTES TO EDITORS

1. For copies of the adverts and campaign materials go to: http://the-lounge.rkcryr.com - username: Knife_Crime_Launch09, password: kcl4unch09.

2. More details of campaign and to view the ‘Don’t Shank Just Skank’ go to http://www.bebo.com/itdoesnthavetohappen. All artists gave their time for free to support the campaign.

3. TKAP launched in June 2008 (aimed at young people aged 13 to 19) with ten police forces – Metropolitan, Essex, Lancashire, West Yorkshire, Merseyside, West Midlands, Greater Manchester, Nottinghamshire, South Wales and Thames Valley. In November 2008 four more were added as second tier forces - Bedfordshire, Northumbria, South Yorkshire and British Transport Police. In March 2009 it was further extended to include Kent and Hampshire and to tackle all forms of serious youth violence in 13 to 24 year olds.

4. TKAP’s comprehensive approach to tackling serious violence ranges from enforcement action to confront the immediate problem and show there are consequences to violent behaviour, through to prevention work to bring about long-term change. The 16 areas have created tailored programmes to deliver change in their communities focusing not just on knives and gangs, but on wider causes of youth violence, including its link with alcohol.

5. For more information call Home Office press office.

Contacts:

NDS Enquiries
Phone: For enquiries please contact the above department
ndsenquiries@coi.gsi.gov.uk

Home Office Press Office
Phone: 020 7035 3535
NDS.HO@coi.gsi.gov.uk