A public awareness campaign designed to address the rising issue of knife crime among young people in the West Midlands. Delivered across billboards, posters, and social media, the campaign uses stark, arresting visuals to amplify a single message: Live Knife Free.

The graphic system centres around bold imagery paired with restrained typography and generous white space, allowing each element room to resonate. Visual metaphors are used to make the threat of knife violence tangible, photography and design working in tandem to physicalise the emotional and physical impact of violence.

In one execution, large-scale billboards are torn to simulate the aftermath of a knife attack, creating a visceral, real-world representation of the campaign’s core message. Through repetition, materiality, and minimalism, the campaign communicates not just information, but feeling, encouraging reflection, dialogue, and change.