#NotTheOne – a campaign to educate young people about the impacts of knife crime

South Wales Police, the Police and Crime Commissioner, and the Violence Prevention Unit have recently launched an early intervention campaign aimed at persuading young people in South Wales away from carrying knives.

Our work on #NotTheOne revolved around the idea that 99 out of 100 young people don’t carry a knife – and those who do are the ones in the most danger. This collaborative campaign is all about educating 11-to-16-year-olds on the dangers and consequences of carrying a knife.

Through research and our consultations with young people, a few things came to light: they probably won’t listen to the police or celebrities about knife crime, but they will listen to messages heard in their youth groups and sports clubs. The education system, families and friendship groups can also be incredibly influential.

Starting healthy conversations about knife crime was key, then. Video interviews highlight sobering, real-life experiences of victims and their families, which creates an emotional impact strong enough to spark those conversations.

Social content on Insta, Snapchat, YouTube and TikTok grabs young people’s attention, working to change their perspectives by emphasising that knife crime is infrequent.

On the microsite, visitors are met with a one-question, interactive quiz, which reiterates its rarity.

As schools are a key route to our audiences, the microsite also features educational resources (like a quiz, facts and lesson plans) for teachers to use to encourage class discussions and reflection.

And there’s a help and advice section, offering several ways young people can get in touch with local and national organisations if they’ve got concerns.

We’re hoping this campaign creates a powerful, lasting impact – one that makes a difference and potentially saves lives.