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| Version 2 | Version 3 |
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| Real knife wounds used as warning | Real knife wounds used as warning |
| (19 minutes later) | |
| Graphic images of real injuries inflicted by knives feature in a new £3m government advertising campaign against youth violence. | Graphic images of real injuries inflicted by knives feature in a new £3m government advertising campaign against youth violence. |
| The hard-hitting adverts - which were designed by teenagers - aim to show the true consequences of carrying a knife. | The hard-hitting adverts - which were designed by teenagers - aim to show the true consequences of carrying a knife. |
| One shows a man with a knife and a screwdriver in his chest, while others are of deep, gaping wounds to the body. | One shows a man with a knife and a screwdriver in his chest, while others are of deep, gaping wounds to the body. |
| The Home Office said it wanted children who carry knives to see what could happen if a weapon was turned on them. | The Home Office said it wanted children who carry knives to see what could happen if a weapon was turned on them. |
| Minister Vernon Coaker said that the adverts' message was conveyed by young people the same age as would-be victims to maximise their impact. | Minister Vernon Coaker said that the adverts' message was conveyed by young people the same age as would-be victims to maximise their impact. |
| If you are carrying a knife, you will be arrested and you are likely to be prosecuted Met Police Commissioner Sir Ian Blair How common is knife crime? | If you are carrying a knife, you will be arrested and you are likely to be prosecuted Met Police Commissioner Sir Ian Blair How common is knife crime? |
| He added: "We know that many young people carry a knife because they are fearful and these adverts tell powerful stories about the dangers of going down that path. | He added: "We know that many young people carry a knife because they are fearful and these adverts tell powerful stories about the dangers of going down that path. |
| "People have got to get the message that if they carry a knife, there's more chance of it being used against them." | "People have got to get the message that if they carry a knife, there's more chance of it being used against them." |
| The campaign is being launched after a spate of stabbings of young people. Most recently, 18-year-old Rob Knox was murdered outside a pub in Sidcup, south-east London. | The campaign is being launched after a spate of stabbings of young people. Most recently, 18-year-old Rob Knox was murdered outside a pub in Sidcup, south-east London. |
| Social networking sites | Social networking sites |
| The first phase of the three-year campaign will feature newspaper and radio adverts, as well as two "viral" internet videos. | The first phase of the three-year campaign will feature newspaper and radio adverts, as well as two "viral" internet videos. |
| The first features the shocking images, taken from a medical photo library, as slides in a fictional medical lecture given by a surgeon who has to deal with such injuries. | The first features the shocking images, taken from a medical photo library, as slides in a fictional medical lecture given by a surgeon who has to deal with such injuries. |
| A second viral shows CCTV footage - performed by actors - of a knife stabbing on a shopping street. It should be remembered that you are more likely to be a victim of knife crime by carrying a knife, rather than a knife protecting you Alf HitchcockAssociation of Chief Police Officers | A second viral shows CCTV footage - performed by actors - of a knife stabbing on a shopping street. It should be remembered that you are more likely to be a victim of knife crime by carrying a knife, rather than a knife protecting you Alf HitchcockAssociation of Chief Police Officers |
| Both adverts will be distributed to young people through social networking websites such as Bebo and on mobile phones. | Both adverts will be distributed to young people through social networking websites such as Bebo and on mobile phones. |
| Campaigners will also hand out postcards showing a hand mutilated by a knife attack to young people on the street. | Campaigners will also hand out postcards showing a hand mutilated by a knife attack to young people on the street. |
| Eighteen teenagers from England and Wales took part in a summit in April and came up with the idea of using injuries to deter their peers from carrying knives. | Eighteen teenagers from England and Wales took part in a summit in April and came up with the idea of using injuries to deter their peers from carrying knives. |
| One of those involved, Khadijah Murchison, 18, from Bristol, said: "All the young people that went to the creative summit have been affected by knife crime, so to share our experiences with each other and come up with ideas and adverts that will help reduce knife crime was great. | One of those involved, Khadijah Murchison, 18, from Bristol, said: "All the young people that went to the creative summit have been affected by knife crime, so to share our experiences with each other and come up with ideas and adverts that will help reduce knife crime was great. |
| "Hopefully, it will make a real difference." | "Hopefully, it will make a real difference." |
| 'Massive grief' | 'Massive grief' |
| The campaign will run alongside a series of adverts aimed at mothers, encouraging them to talk to their children about knives. | |
| Viral advert of a knife stabbing | |
| The Met Police commissioner, Sir Ian Blair, told young people that they were likely to face a custodial sentence if they were caught with a knife. | The Met Police commissioner, Sir Ian Blair, told young people that they were likely to face a custodial sentence if they were caught with a knife. |
| "You are now more likely to stopped and searched," he warned. | "You are now more likely to stopped and searched," he warned. |
| "If you are carrying a knife, you will be arrested and you are likely to be prosecuted." | "If you are carrying a knife, you will be arrested and you are likely to be prosecuted." |
| He added that police in the capital had stepped up operations against knife crime, carrying out 4,000 stops and searches during the previous four weeks and seizing 200 knives. | He added that police in the capital had stepped up operations against knife crime, carrying out 4,000 stops and searches during the previous four weeks and seizing 200 knives. |
| London's deputy Mayor for policing, Kit Malthouse, said: "Every one of these 200 weapons represents a tragedy averted." | London's deputy Mayor for policing, Kit Malthouse, said: "Every one of these 200 weapons represents a tragedy averted." |
| Alf Hitchcock, from the Association of Chief Police Officers, said knife crime caused "massive grief and pain" to victims, families and communities. | Alf Hitchcock, from the Association of Chief Police Officers, said knife crime caused "massive grief and pain" to victims, families and communities. |
| "This campaign will encourage young people to realise that they should speak to one another, their parents and others around them for support," Mr Hitchcock said. | "This campaign will encourage young people to realise that they should speak to one another, their parents and others around them for support," Mr Hitchcock said. |
| "It should be remembered that you are more likely to be a victim of knife crime by carrying a knife, rather than a knife protecting you." | "It should be remembered that you are more likely to be a victim of knife crime by carrying a knife, rather than a knife protecting you." |
| The Home Office said its discussions with young people suggested they were carrying knives out of fear for their own safety. | The Home Office said its discussions with young people suggested they were carrying knives out of fear for their own safety. |
| Linked to that was a dislike of, and lack of respect for, authority figures. | Linked to that was a dislike of, and lack of respect for, authority figures. |
| The adverts can be seen at www.itdoesnthavetohappen.co.uk. | The adverts can be seen at www.itdoesnthavetohappen.co.uk. |