In response to the increasing levels knife crime the Mayor of London, Sadiq Khan launched London Needs You Alive, an anti-knife crime campaign devised with young people and a range of partners. Part of the ‘Protecting and Educating Young People’ strand of the London Knife Crime Strategy, it aims to reduce the number of young people using and carrying knives in London by reinforcing their sense of worth.
London Needs You Alive is a social and digital media led campaign that seeks to encourage young people to place a higher value on their lives, and therefore not carry a knife. Using public figures that are influential to young people the campaign primarily targets those who are most at risk of being affected by knife crime, with key elements in place to reach a wider audience.
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