The Metropolitan Police Service wanted to reduce the growing number of young people carrying knives. Young people do not think about the consequences of carrying a knife, and in particular think that carrying a knife is a legitimate form of protection. They create a demo game, "Knife City", which contrasts the fantasy world of gaming with the consequences of the real world. Include on the DVD crime prevention messages as well as testimonials from people who have been stabbed, parents of victims and specialist surgeons. Sampling teams distribute the demo and provide credibility, whilst DJs promote the game on-air. www.itsnotagame.org provide further information about the consequences of carrying a knife.
Agency: Miles Calcraft Briginshaw Duffy, United Kingdom.