A dynamic campaign launched by Google aimed at changing the conversation surrounding
knife crime in the UK towards one that addresses the true causes, instead of blaming a
platform of music that (for some people) provides an escape encouraging
young people to “Be Blunt” with their lives and provide a safe space to do so.
The slogan of “No Need for Knives” helps to emphasise this.
Designed as a paired project and entered as part of the D&AD New Blood 2020 Briefs.