Police Service of Northern Ireland - Knife crime: how advertising can impact on the marginalised of society

Linda Hodgson, David Marshall, Michael Keenan and Tara West

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising.
Agency: GenesisAuthors: Linda Hodgson, David Marshall, Michael Keenan and Tara West

Police Service of Northern Ireland – Knife crime: how advertising can impact on the marginalised of society

INTRODUCTION

This is a story of how advertising can have an impact amongst the marginalised, and 'hard to reach' groups of society, for their own and society's future good. That by involving them in the early stages of advertising development, a deeper insight into their motivations is gained, enabling the development of messages that can capture their attention, shift their attitudes and change their behaviour, and potentially save lives,...

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