This brief from Key4Life and Landor focuses on knife crime in young men. The related disciplines for this brief are Typography and Graphic Design. More than 60,000 children were arrested in 2019 for over 14,000 knife crime offences in the UK. Of everyone arrested for these crimes, they were overwhelmingly young men with almost half aged between 10 and 17. Key4Life has a big mission: to reduce youth reoffending through the delivery of an innovative 7-step programme focusing on those children in prison, those at risk of going to prison and those caught up in knife crime.
The overarching idea behind this campaign focuses on the fact that actions always have consequences, and the campaign specifically focuses on the consequences for the victims of knife crime (as opposed to the attacker). When you think about the consequences of knife crime, you automatically think about the attacker going to jail, ruining their future and therefore not having a very good life. However, not many people think about the consequences of knife crime for the victim of the attack. They might tragically die, their families might have to grow up without them, have to arrange funerals... the list goes on. The aim of this campaign is to make potential attackers think about the consequences for the victims and their families, in order to provoke an emotional and empathetic feeling within them, which will hopefully stop them in their tracks, and prevent more knife crime in young men.
The dagger is an unusual typographic glyph that most people don’t even know exists. There isn’t just the dagger, but also the double dagger also known as the Obelisk and the Diesis. They aren’t very well known punctuation characters at all, but surprisingly have a lot of punctuational uses. The dagger also has a more morbid use – to indicate death when placed immediately before or after a person’s name. For example “†King Henry VIII”. And when placed next to a year, it symbolises the year of death, for example “†1547”.
I have decided to use the dagger as a symbolisation of death or a “break in the chain” within the victim's life as a result of a knife crime attack. The different versions of the dagger represent different knife crimes which have happened or will/could happen.
Back to Top