The pre-pandemic pandemic.

For phase two of this Home Office campaign, the goal was clear: to offer UK youths actual solutions to the knife crime pandemic. To achieve that, dozens of hours of real-life accounts were tailored to our audience in content and form: ads before Marvel films and Xbox gaming, fly posters in key areas, follow-up pieces on Spotify, Instagram Stories with practical tips and a long, long etcetera.

Produced at FCB Inferno. Art-directed by Vivien Decombe.