This campaign is a rebrand of Leicestershire Police’s long-standing Lives Not Knives anti-knife crime campaign. The campaign has switched from using shock tactics as evidence shows this does not work, and instead uses a positive image and narrative which focuses on the fact that most young people do not carry knives and have positive ambitions and goals.
The campaign has an educational focus, highlighting the potential consequences of carrying and/or using a knife and offers practical advice and solutions for young people if they are worried.
