Knife City

Background

The Metropolitan Police Service tasked Miles Calcraft Briginshaw Duffy with developing a campaign to dissuade teenagers from carrying knives by spelling out the consequences of doing so. This audience is notoriously difficult to reach with traditional communications. They are cynical towards ‘public information’ messages and particularly resistant to those coming from the Police. They feel that carrying a knife is a legitimate and necessary form of protection and have incredible faith in their own immortality.