The Mayor's Office - MOPAC
The London Needs You Alive was launched in November 2017 (BBDO AMV). It is a campaign that encourages young people to place a higher value on their life than on carrying a knife. At its heart, this campaign is about self-worth, placing a higher value on their life and being part of society.
We developed the next stage of the campaign - to bring the ethos of LNYA directly into schools, colleges, youth groups and faith groups.
Working with some of London's most extraordinary people, often who's lives have been directly affected by knife crime, we created a toolkit containing a wide range of resources, from lesson plans and useful contacts, to ideas for activities and competitions.
Each one has been designed to help people talk to young people about knife crime, and help them feel supported and empowered to make different decisions.