Key 4 Life
Advertising
Campaign on substituting
Knives for Keys
The Brief
Through the 'D&AD New blood awards', Key4life created a brief in association with Landor. The mission was to create 3 pieces of advertising materials (One Digital, One Billboard, One of any choice) with strong use of language and typography in the aim of making the target consumer think twice about carrying/using a knife.
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The Client
Key for life a British charity aimed at giving young offenders and those at risk a brighter future. The charity particularly focuses on knife crime and the anti-social behaviour of teenagers.
Only 16% of those who have been through Key4Life’s prison and preventative programmes have re-offended, compared to the national proven re-offending rate of 64% one-year post-release.
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I believe that unhealthy, uneducated & unloving upbringing can lead to a lot of personal problems and leave you feeling worthless, but I want the consumer to realise that their environment doesn't determine their future unless they let it. Only they themselves have the power to change it. The person you think is your enemy is just as unfortunate as yourself and the sooner you realise your full potential, the quicker you'll realise that your real enemy was yourself.
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To elaborate on the enemy being yourself, I created a poster that quotes the message 'Look close enough at your enemy and you will find that your real enemy is yourself' I created this in the outline of a headshape because i wanted the viewer to see there headshape fit within the outline. Not only that, but the whole poster is a reflection template and if you look deeper into the poster you will see eyes reflecting back at you. The idea of the reflective addition was to encourage the consumer to see that they themselves are the real enemy.
For the billboard version of the project I decided to replace the sharp end of the knife with a typographic messages. Not only does this keep to the Typographic requirements in the brief but it also replaces the harmful end of the knife with a message that could help towards convincing the offenders to never use the tool to harm others again.
