Will the Home Office's grisly anti-knife campaign be effective?
Gruesome images of open wounds and blades sticking out of people's bodies are used in the Home Office's £3m anti-knife ad campaign but how effective do the public think it will be? Here you can see a short video on what the public thinks about the new campaign and shock tactics in general.
The images, which feature in ads distributed on the internet and mobiles, aim to shock young people into thinking twice about carrying knives.
One ad takes the form of a mock medical lecture, while another viral ad shows CCTV footage of a fight in which the youth who first pulled out a knife is stabbed.
The campaign, which also features radio ads and postcards, was created by Rainey Kelly Campbell Roalfe/Y&R. It grew out of a summit in April involving 18 young people, with help from creative agency Uproar.
The two radio ads feature victims' families talking about the effect on their lives while the postcard shows a thumbless hand.
All the ads, as well as more information, discussions and blogs, can be seen on a dedicated website set up on social network Bebo -- It Doesn't Have to Happen.
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