The Metropolitan Police: Hard calls save lives

London’s Metropolitan Police launched a campaign that drew on narratives of knife crime to drive awareness of its Crimestoppers service and encourage people to report dangerous behaviour.

Executive summary

Knife crime is one of the biggest challenges facing London. In 2019, a life was lost every four days, ripping families apart.

Previous campaigns where the Metropolitan Police Service ("the Met") had talked directly to those carrying knives had struggled to make an impact. So, rather than challenging perpetrators' behaviour, we spoke to those with information that could help prevent future violence.

The problem was that those with information were extremely reluctant to contact the police. So we gave them something more powerful than their reservations - the human stories behind the statistics. Five mothers of murdered sons...

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