Home Office launches #KnifeFree Campaign


The UK Home Office has launched an anti-knife crime campaign with the aim of reducing knife crime among young people.

The #knifefree campaign uses real-life stories of young people who have turned their lives around after making the decision not to carry knives, highlighting the harmful consequences of carrying knives and showing the positive alternatives. The adverts are based on new research commissioned for the campaign which found that showing real-life stories of young people talking about their experiences with knives resonated with the target audience.

Minister for Crime, Safeguarding and Vulnerability Victoria Atkins said:

“This powerful new campaign will highlight the tragic consequences of carrying a knife and challenge the idea that young people are safer if they carry one.”

Serious Violence Strategy

The campaign forms part of the government’s forthcoming Serious Violence Strategy, which will set out action to tackle serious violence by placing new emphasis on steering young people away from crime while continuing to promote the strongest possible law enforcement approach.

The £1.35 million campaign will use advertising on social media (Snapchat, Twitter) and digital channels (TV on demand, Spotify) to target 10 to 21 year olds who use these platforms. A poster campaign will also be displayed in English cities where knife crime is more prevalent.


For more, see the #knifefree website which provides advice, signposts support services and highlights activities to empower young people to change their behaviour.

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