The Idris Elba-founded founded marketing agency SillyFace is calling on the UK government to take immediate action to tackle the alarming rise in youth violence seen in recent years.
Featuring Hollywood star Elba himself at the front and centre of the campaign, which was developed for the actor’s ‘Don’t Stop Your Future’ foundation, SillyFace has produced a powerful music video that stars families of victims of youth violence.
With Elba donning vocals to the track, ‘Knives Down’ also features DB Maz and was produced by Fraser T Smith and FaNaTiX. The video itself was shot by up-and-coming filmmakers Abo Raj & Desmond Dakura of MDFilms, who themselves have been affected by knife crime.
Aimed primarily at tackling the endemic knife crime seen in many UK city centres, the music video calls directly on the government to ban zombie knives and machetes, as well as reversing the systemic cuts to nationwide youth services that have taken hold since austerity.
“I can’t stay silent as more young lives are lost to these brutal and heartless crimes. Parliament has repeatedly not given this issue the focus it deserves, and our political leaders need to prioritise it now,” Elba said.
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“As well as an immediate ban on zombie knives and machetes, we need to give young people more of a reason not to carry a weapon in the first place. That means investing in the services that address the root causes of violent crime.”
SillyFace’s hero film will also be supported by a physical installation in Parliament Square that illustrates the heavy human cost of Britain’s knife crime epidemic by displaying a series of neatly-folded outfits, each being the last set of clothes worn by a victim of knife crime.
A nationwide billboard campaign featuring Elba will further support the chief assets by featuring the relatives of young people who have lost their lives to knife crime. Out-of-home space was donated by a range of media owners including Clear Channel, City Outdoor Media and Alight Media.
SillyFace chief creative officer, Sanam Petri added: “The power of advertising lies in bringing the story behind the facts and figures to life, and to prompt an emotional response that will lead to meaningful action.
“The end result is something that has evolved authentically through our work with many of the bereaved families who are desperate to see a change in the law, and we believe it’s what is needed to resonate with the people that matter.”
