'Words cut deep. They can destroy, and they can inspire'. Typography has the power to make 'words more relevant and most importantly to turn them into actions'.

 

The challenge Key4Life  set us was to design a typographic led campaign which uses the power of words and visceral qualities of typography to educate 10-17 year olds the implications of knife crime but to also highlight that they can have a better and brighter future. Using the realness of the stories and statistics to cut through all the commercial noise they see and hear every day. The campaign needed to shine a light on the topic to the wider public, and help encourage them to realise that knife crime isn't as clear cut as it may appear.