Earlier this year crime-fighting charity Crimestoppers launched a facebook application through its youth brand fearless. Aimed at tackling the growing problem of youth knife crime, the innovative R U Fearless application utilises facebook open graph to provide a personalised and hard-hitting social media experience about the chilling reality of knife crime.
Using information such as name, age and details of friends and family, the application tells the story of friends organising a party and shows status updates throughout the night. Events take a sinister turn when somebody is stabbed to death, with reactions from friends and family then appearing on a timeline.
To help drive web traffic to the application we designed a hard-hitting bus streetliner which was placed on public transport in five London boroughs. A facebook PPC campaign targeted 13-18 year olds in specific areas of the capital and helped to increase online engagement with the application. To see it for yourself visit www.facebook.com/RUFearless and find out if you could save your virtual life.
We work closely with Crimestoppers and over the past decade have helped to launch a number of offline and online campaigns, including identity theft, benefit fraud and National Tackling Drugs Week. Our work for the independent charity also includes designing and producing their annual review (you can download the 2010/2011 version from www.crimestoppersannualreview10-11.org.uk).
Knife crime is a growing problem. In January the BBC reported knifepoint robberies had risen by 10%, with official statistics showing the police recorded 15,313 related offences compared with 13,971 in the previous 12-month period.
Indeed, the Home Office recognises the severity of the social problems which are a result of knife crime. Its Communities Against Guns, Gangs and Knives (CAGGK) fund will provide £4m over two years to help voluntary and community sector organisations working with young people at risk of becoming involved in such crime. It is part of an £18m funding package to support the police, local agencies and the voluntary sector to prevent young people entering a cycle of crime.
Please visit www.fearless.org for further information about fearless and advice on dealing with youth-related crimes. In addition, a fearless mobile website can be accessed on a smartphone and allows young people to anonymously report crime whilst on the move. For further information about Crimestoppers please visit www.crimestoppers-uk.org or call 0800 555 111.