'SAME PEOPLE, NEW TOOLS' ANTI KNIFE CRIME CAMPAIGN

From Formative 3 the 'demands' from Russell and Xavier were simple - Forget about PROJECT X and think HUMANS HUMANS HUMANS.

I needed to come up with a campaign or some sort of outcome that brings humans into my project, I had a layout and creative outcomes for my booklet which are nice but they are not enough when it comes to the human side of trying to change someone, trying to change their life by dropping a knife and trading it for a creative skill and a positive life.

To develop my ideas and get me flowing with this I wanted to focus firstly on the creative workshops, what can that look like in a visual? What does melting a ring down, jewellery design and everything that comes with it look like? And how would I make it attractive to someone effected by knife crime and gang violence, as well as the general public.

I want PROJECT X to come across as a very professional, university standard creative workshop agency/studio, NOT an anti knife crime charity. So for this I want the name for any of the creative workshops we host to be just like a university degree name, so for the first creative workshop it will be called 'Jewelry design' as I believe this will show PROJECT X in the right light and move away from a charity vibe that, for many reasons, just isnt as attractive or desirable to people and from this will tarnish PROJECT X's name and gain traction with young people - Again, PROJECT X needs to attract young people involved with knife crime and gang violence and I think to do this as successfully as possible, PROJECT X needs to look high standard, high quality and professional, not a cheap, low budget, council funded charity that hosts arts and craft drop ins on the weekend.

I want to carry on the minimal, stylish aesthetic as I believe it is important for PROJECT X's brand ing and overall style. In the middle of these visuals I want slim black and white pictures of the creative process of the workshop that is being hosted, so for the jewelry design workshop we can see the drawling, design stage then developing that into a digital software then the making stage and finally the photoshoot and marketing stage.

The yellow, in this example, indicates the collaboration with KSA (Kingston school of Arts) as their colour is yellow and the logo is too. PROJECT X will need to allow for brand guidelines and restrictions on that to ensure that marketing and advertising a creative workshop with the cooperation or uni will be as successful and as fluid as possible.

The key words of 'LEARN DEVELOP EARN' as well as 'CREATIVE YOUTH WORKSHOPS' and finally, which will lead me on nicely to the anti knife crime campaign 'SAME PEOPLE, NEW TOOLS' will always be present in the marketing and advertising.

'Same people, new tools' is PROJECT X's anti knife crime campaign which focuses on the story of taking the knife from a young person and trading it for a creative skill. I believe that every young person stuck in the horrific life style of knife crime and gang violence was not born to be in that life and by giving the opportunities and recourses to them, they can leave that life and develop creative skills and become successful through the creative arts.

Please read my 'anti knife crime campaign references inspirations' blog as from that I realised what I needed to do and what to stay far away from, for example I needed to stay away from

Blood

Criminal activity

Criminal offences

Demonising the individuals

Dead people

Using sadness/fear/terror to try and stop knife crime

These things above are simply not working and quite frankly are disgusting to even look at and think about because they are trying to fear monger these young individuals who are stuck in a gang or living a life effected by knife crime into just dropping their knife and magically moving on from that part of life, but my question is how would they be able to do that? Like I said in my previous blog, they are pointing out all the problems and 0 solutions.

Yes they might want to drop a knife but they cannot because they are stuck in the same area with the same friends and same lifestyle, they carry a knife out of fear, protection and maybe even peer pressure - So for them to drop a knife in this instant, well it just wouldn't happen. What is needed is an alternative, PROJECT X wants to be that reason and to show that they can drop the knife, but also pick up a skill, new peers and a new path for them to go down.

Focusing on the word TRADE is important, I want the person with the knife to think they are getting something back from handing in their knife, which they are, they are getting an opportunity to trade in something negative for something positive - A knife for a creative workshop, a negative for a positive to put it simply. I realise that this idea may suggest that I am only allowing people carrying knives into PROJECT X, but that is wrong, this trading campaign just pushes the people PROJECT X is trying to help, right to the front and allows them the first availability into a PROJECT X creative workshop.

Next I want to develop my marketing for this, I have a couple ideas for a short video which will encompass the message in a short, video format fashion which could be a very good way of reaching the individuals I want.