The Metropolitan Police have launched two new radio adverts to discourage young people in London from carrying knives.
Building on the success of Operation Blunt’s ‘Knife City’, a mock computer game demo, which demonstrated the tragic personal circumstances and criminal consequences of carrying a knife, the radio adverts target young people aged from 11-19.
A television advert will be screened on MTV, Trouble, Channel U and Passion TV from today.
The radio adverts continue to use the gaming theme developed as part of last year’s campaign and deliver serious messages against a backdrop of computer sound effects.
Launching the ad campaign Deputy Assistant Commissioner Alf Hitchcock said the force was
was “dedicated to tackling knife crime in the capital, and will take the appropriate action against anyone caught with a knife.”
“At this time of year, young people will be on holiday from school and it is important that we remind them of the potentially fatal consequences of carrying a knife in public.”
To listen to the adverts, please visit www.itsnotagame.org (the links appear at bottom right of the page).