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Your Choice Your Future
A knife awareness campaign, now also an augmented reality app and website.
A group of 16–19-year-olds from Southwark collaborated with some of London’s top creative talent to launch a poster, website and app campaign, Your Choice Your Future, which promoted the hard-hitting message that knife crime can only end in two ways — prison or death.Visit the YCYF website
Over 10 weeks the group focused their ideas and planned and created the poster campaign with the help of award-winning photographer Niall O’Brien, top illustration agency Moose and Yeti and creative social enterprise Poached Creative.
The 15 young men in the group had all been personally affected by knife crime and wanted to reach out to other young people who may be in danger of falling into gang culture and a life of crime.
Your Choice Your Future has since been developed into an augmented reality app. Users point their phones at the poster and the app plays a powerful animated message.Download the YCYF app
The campaign was originally developed as part of Peabody’s youth-led Staying Safe project, funded by the Big Lottery Fund. Southwark charity Faces in Focus, in partnership with Connexions, provided advice, information, education and peer support.
Stephen Howlett, Peabody Chief Executive, said:
“With knife crime increasing in parts of London, the message is too important to ignore.
“England needs more projects like this – projects which give young people opportunities to demonstrate knowledge, potential and responsibility, and to equip themselves with the tools to create personal and social change.
"Housing associations have a key role to play in developing these sorts of initiatives. We’re incredibly proud, with the help of the Big Lottery Fund, to give our support.”