CHANGE THE NARRATIVE
Knife Crime Awareness

Live Brief

UoH x KEY4LIFE

D&AD New Blood 21'

Discipline

Advertising, Creative Strategy, Copywriting and Art Direction

Year

2021

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Brief

Create a typographic-led campaign that uses the power of words and visceral qualities of typography.

THE PROJECT

OVERVIEW ~ 

The need for human interaction and intimacy can feel almost impossible in a Gen-z world.

 

Oversaturated with casual relationships and social media fabrications, Ship was created to reintroduce genuine human connection to this generation. Although at face value it can seem as though it is a regular dating app, the integration of music platforms Spotify, Apple Music and the use of musical prompts transcends the experience. Music is so intimate and personal, so why not connect on a deeper level with like minded singles?

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THE STATIC TOUCHPOINT

The Dialogue is a broadsheet newspaper, designed to spread awareness at a low cost.

 

Providing insight into knife crime with the help of articles and coupons for low income families. The newspaper is designed to create conversations and form unity across communities.

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THE DIGITAL

TOUCHPOINT ~ 

Key4Life will collaborate with snapchat as the social media app has a key demographic of 13-17 year olds using the platform.

 

A snap filter will be used to spread awareness quickly and a digital copy of The Dialogue will be available on the discover page.

Signage installations will be strategically placed across all major cities, in youthful hotspots such as chicken shops, youth centres, council estates and more to create impactful moments.

 

You can pinpoint the location via 'snapmaps' feature. With enough attention and social media shares, these can go viral spreading more awareness.

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THE NON-TRADITIONAL

TOUCHPOINT ~ 

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NEXT PROJECT
FADE