No Knives Better Lives Marketing Activity2012/13

Outdoor MediaBus Shelter Advertising – New consequences creative. Equal split of numbers

between choices & consequences creative.

Outdoor MediaPhone Boxes – Equal split of numbers between choices & consequences creative.

Outdoor MediaFloor Stencils – Revised creative for 2012/13.

Outdoor MediaLarge format stencils – New for 2012/13.

Outdoor Media

Outdoor Media

Outdoor Media

Outdoor Media

Digital Media

• Noknivesbetterlives.com

• Facebook page: no-knives-better-lives

• Digital advertising: Facebook, mobile and display advertising targeted to audience

• New creative being developed to reflect choices and consequences routes.

Field Marketing

Parenting focus:• Objective to provide parents

who live in hotspot areas with advice on how to help communicate with their child and address issues such as knife carrying.

Field Marketing

• First areas are N.Ayrshire & W.Dunbartonshire running w/c 28th Jan 2013.

• Exact format TBC: likely to be roadshow format involving a mix of shopping & community centre venues.

• Parentline partnering alongside local projects/initiatives• Evaluation• Roll-out to areas

PR

• PR agency Stripe here today • PR will support the overall key objectives for NKBL:

– Help deter on the cusp young people in at risk communities from picking up a knife in the first place

– Promote positive life choices by highlighting opportunities available locally

– Offer advice and support to parents/carers on how to talk to their teenagers about knife carrying

– Support positive social norms & reassure communities

Any questions?

Thank you!