The UK is currently facing a knife crime epidemic. Barely a week goes by without a story in the news about another young person, often living in an inner-city, having their life taken by a knife.
Urgent action is needed to reach out to this marginalised group. But how?
These are kids that don’t consume traditional media, instead preferring to spend their time on peer-to-peer networks which are hard to insert messages into.
There is, however, one place where they do spend hours every day – the video game, FIFA.
This is a story of how a talented young footballer’s tragic death at the hands of someone carrying a knife in 2006 became the basis for an anti-knife crime campaign like no other, featuring the world’s largest sports video game, cutting-edge deep-fake technology and a father who has turned personal tragedy into a powerful voice for change.
Engine Creative is a full-service creative agency that helps forward-thinking brands grow by connecting how they communicate and deliver on their brand promise. We harness the power of creativity to solve business challenges and fuel positive growth through a combination of advertising, digital experiences and innovation; content, social and influencer marketing. Engine Creative is part of Engine Group, the UK’s largest independent marketing, communications and consultancy company.