What If - Key4Life
KEY4LIFE is an amazing programme which reduces youth re-offending through delivering an innovative rehabilitation programme to those in prison and those at risk of going to prison, whilst also working with under 18s tackling antisocial behaviour and knife crime. Something which stood out to me within their brief was the idea of opening up young peoples minds to ‘bigger and brighter things’, this coupled with their mission and stories about getting people into employment sparked an idea which based around just that, opening their eyes up to their dreams and aspirations, whilst also discouraging them from carrying a knife.
Concept
The idea was based upon research given to us by KEY4LIFE as well as my own research into the issue and target audience. It was clear through looking into the target audience that many youths lack the opportunities to follow their aspirations and therefor get caught up with the wrong crowd, and when given these opportunities through the KEY4LIFE programme, their eyes are opened up to a world of possibilities which allows them to get out of a life of crime.
Whilst giving the youths something to strive for and encouraging them to drop the knife and let KEY4LIFE help them, I also wanted to cut straight to the point and tell them that if they carry on how they are going, they wont become footballers or rappers, they’ll become killer and murderers. They wont be going away to the Bahama’s or Greece, they’ll be going to prison. This approach was influenced by the brief stating the need for ‘words that cut deep’ and something which will really stop them and make them think about the paths they take in life.
Billboards
The billboards are the frontal part of the advertisement for the campaign so I wanted to create a bold, stand out design which would really stand out among all the other noise, with a contemporary feel which will appeal to a younger audience.
Playing on the visceral qualities of typography and using words to cut deep, I wanted to play on the idea of aspirations and tell them that if they continue down the same path, they wont become footballers or rappers, they’ll become killer and murderers. They wont be going away to the Bahama’s or Greece, they’ll be going to prison.
Public Display
Throughout my user research of personas and journey maps one of the relevant pieces of information was the areas which the target audience would spend thir time, on the streets. There’s no better way to advertise the campaign than to place a display in the very places the target audiences will spend the most of their time.
Similar to the billboards, I wanted to create a public display using the same striking values as the previous billboards as another way to entise the viewer into the campaign and get them thinking about it. I used the bold visuals and the visceral, cut throat style of the campaign to create a display which really engulfs the viewer and gives them a real sense of the frightening reality of the problem.
App
With the bilboards as the advertisement, catching the attention of the target audience, the next touchpoint is the app which draws the campaign together into one touchpoint. With the billboard being designed to be purely bold and striking to catch attention, I wanted to create a place where the youths could find out information about the campaign and take steps forward to changing their lives. From finding out all the relevant information about the cause, backed by facts, figures and stories from KEY4LIFE themselves, to a feature where content can be shared onto social media platforms to ask the question WHAT IF? and talk about their aspirations in life, to help end knife crime among youths.
One of the most important parts of the app is the about us page, where curious youths can look for
all the information they desire. From real life stories of youths who have been through the programme, to information about the campaign itself, to facts and statistics about knife crime and imprisonment, the app has a plethora of information to help persuade anyone to chase their dreams and give up a life of knife crime.
Social Media
Another important feature of the app is a customisable feature which allows the user to
share their aspirations through their social media. With different colours and layouts, it allows
everyone to be unique and individual with their own personal aspirations, whilst also giving them a sense of belonging to a community of youths who all have similar views and are trying to change their lives.
KEY4LIFE has incredible support and advice when it comes to finding employment, so allowing users to talk about and share their aspirations with their friends is the first step to making it a reality.
