Creative to influence behaviour change

Our creative brief from Sussex Police was to influence behaviour change among young people to reduce and prevent serious violence, focused on knife-related crime in Sussex. We were asked to speak directly to the audience of young people aged between 15 – 18 in an authentic and engaging way.

Our choice of illustration is bold, eye catching and relatable for the target age group. We created slightly surreal scenes that reinforce the consequences of carrying a knife, coupled with bold typographic statements that ‘tell it like it is’. Our creative solution feels authentic and avoids any stereotypes or fear of violence, by avoiding using any actual images of knives. We really wanted our audience to stop in their tracks when confronted with the creative, whilst simultaneously ensuring Nana & Grandad wouldn’t be so interested, and end up feeling vulnerable.

The unbranded campaign was advertised in key areas across Sussex where there was higher footfall of young people and also via police and partner agencies social media channels where the focus of engagement was with young people.