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14 November 2008
The next phase in a new national billboard campaign featuring young people standing together against knife crime was unveiled today by Home Secretary Jacqui Smith on a visit to Wolverhampton.
The new interactive campaign will run throughout the next three months in urban, residential areas across England and Wales, including the 10 areas involved in the Tackling Knives Action Programme.
Young people are encouraged to show their support by uploading their own anti-knife photo pledges to the Bebo website (new window).
Their images were included on the latest versions of the posters unveiled today by the Home Secretary.
Sending a clear message
Home Secretary, Jacqui Smith, said, 'Young people in Wolverhampton and across the country are sending a clear message that weapons won't be tolerated on our streets. These posters are about encouraging communities to stand united with us in the fight to tackle knife crime.
'The vast majority of young people are honest and law-abiding. Over 60,000 young people have visited the It Doesn't Have to Happen page on Bebo (new window) and the site has over 6,000 friends.
'It is through them that we will continue spreading the message more widely that carrying a knife is not acceptable. We can't do this alone — we need the help of local communities to make a stand.'
It doesn't have to happen
The new billboards are the latest step in the government's £3 million national marketing campaign, launched in May this year.
The campaign, created by young people for young people, has used radio and viral adverts to reach its target audience and direct them to a dedicated page on the Bebo social networking site where they can come together in the fight against knife crime.
So far 9.6m young people have seen the adverts on websites and 2.8m people have heard the radio adverts.
The campaign recently ran a competition among its Bebo friends to design a logo to support campaign activity. The winning logo, designed by 15-year-old Hannah Cooper from Wolverhampton, was voted for from a total of 80 entries.
Making a stand
Hannah Cooper said, 'I was really pleased to win the Bebo logo competition. As part of my prize for winning the competition I got the chance to go and see my logo being developed at an agency and then went to a reception where I met with some of the Olympic athletes and Prime Minister Gordon Brown.
'I have sent in my picture pledge for the outdoor poster and have told all of my classmates about the It Doesn't Have to Happen campaign. I think it is really important that young people come together and make a stand against knife crime.'
Notes to editors
- More details about the anti-knife crime campaign can be found at: on the Bebo website. (new window)
- The 10 areas taking part in the Tackling Knives Action Programme are London, Essex, Lancashire, West Yorkshire, Merseyside, the West Midlands, Greater Manchester, Nottinghamshire, South Wales and Thames Valley. The programme, which will run until March 2009, combines tough enforcement with education, prevention work and information to keep youngsters on the right track.
- For PDF copies of the billboards, please contact the Home Office Press Office Newsdesk on 020 7035 3535.
