The Metropolitan police is to launch a major TV campaign, Operation Blunt, in a bid to get young people to think about the consequences of carrying a knife.
Unveiled today by the Met at an event near Leicester Square in central London, the campaign will be led by a 90-second TV ad that breaks tonight.
The TV ads will be shown exclusively on Viacom channel MTV for two weeks.
The Met's push follows fatal stabbings that have claimed the lives of more than 20 young people in London this year.
Ad agency MCBD's TV commercial aims to show young people that carrying a knife can escalate minor situations into potentially lethal ones.
The ad, which uses the strapline "Carry a knife and the consequences will follow", tells the story of a young boy at home who nonchalantly slips a knife into his pocket and heads out.
As he walks through a council estate a range of people, from police and paramedics to disdainful schoolmates and a funeral procession, become a crowd following him.
At the end of the ad he turns around and is confronted by a mass of people who have all been affected by his involvement in a stabbing.
The TV campaign will be supported by 30-second radio ads on Kiss and Choice, online advertising, school posters, flyers and events in London.
Media planning and buying for the campaign was handled by agency Mediacom, with a website, www.droptheweapons.org, developed by digital firm Elvis.
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