Everyone tells us that the answer to knife crime is to punish the offenders (ASBOs, prison etc.), but this only makes the situation worse: 80 per cent of these kids will re-offend. Kids Company has years of psychological research that proves there is a different solution whereby over 50 per cent will not re-offend. Because we had to change the majority perception, we decided to go straight for the heartland. We placed long copy ads in the Daily Mail, Daily Telegraph and The Times. These featured images that showed the kind of kids responsible for knife violence. However the headlines and copy were designed to show that the viewer’s first reaction to the shots was not necessarily the right one.
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