Thames Valley Police
Communications
Consumer
Helping to give young people in Milton Keynes a voice to speak out about knife crime.
Milton Keynes has the highest rate of knife-enabled crimes in the Thames Valley area with 281 incidents
in 2020/21. A large proportion of the crimes being committed by people under 28 years of age.
Thames Valley Police appointed AgencyUK to create a powerful campaign targeted at those aged 11-25 who carry knives or are at risk of potentially doing so in the future, with the goal of helping them turn to a more positive life away from knife crime while they still
have the chance.
We undertook extensive research to truly understand the demographics, sentiment and perspectives of our target audience, utilising behavioural science principles and partnering with relevant local charities to inform our findings and approach.
We found that we needed to approach the issue with empathy, not fear, engaging with young people by listening rather than trying to threaten them into line.
‘The Knife Sentence’ was an integrated competition campaign that invited young people to rap, speak and sing about their feelings on knife crime. Partnering with local music charity Readipop, the winning entrant could win a collection of prizes, including a recording session and the release of their song on Spotify.
The campaign was activated through OOH and social media using a striking visual identity, specifically targeting 11-25s across the Thames Valley region with an engaging animated video as well as messaging on match days at Milton Keynes Stadium.
The success of ‘The Knife Sentence’ has helped Thames Valley Police to engage with young people
in the dialogue surrounding knife crime in the region, providing invaluable insight and improving relations
in order to tackle knife crime together.
The latest full-year figure represents 182 fewer knife-enabled offences than pre campaign a reduction of approximately 31%
89% Of 10-24s in Milton Keynes reached.
54K+ People reached.
700K+ Impressions.
