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What If 0%

Create a typographic-led campaign that uses the power of words and visceral qualities of typography to stop young people in their tracks and open their minds to bigger and brighter things. Help them to not only realise what the implications of knife crime can be, but also discover that there are other paths to tread. Use statistics.

So, in our campaign, we show statistics, normally used to shock people, but that in fact scare kids, which makes them think even more they need a knife for protection. Therefore, we're making them positive by changing the actual numbers to 0% and by adding another layer so that it doesn't become fake news. Our campaign is based on the real Key4Life tagline "Making what if reality".


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