Peabody in the news

Your Choice Your Future posters at four London locations.

Posters from a Peabody-supported knife awareness campaign are currently appearing on several London billboards.

Your Choice Your Future has been developed by a group of male 16-19 year-olds from Southwark who have all been directly affected by knife crime and want to reach out to other young people in danger of falling into gang culture and a life of crime.

Your Choice Your Future
The poster aims to be a deterrent and provide guidance

Supported by Peabody, Connexions, and Faces in Focus, they initially planned and created a poster campaign with the help of award-winning photographer Niall O’Brien, top illustration agency Moose and Yeti and creative social enterprise Poached Creative.

Augmented reality

The group then decided to incorporate new technology into the campaign, and supported by the design agencies Fabrik and Scribble they created an augmented reality app for the iPhone, with a voiceover from Ben "Doc Brown" Smith (comedian and Ricky Gervais collaborator) that brought the poster to life, the first time that this approach was used by any knife awareness campaign. 

Download the app on your iPhone, open it, and watch the poster come to life!

Download the app from iTunes

Wanting to push the campaign as far as it could go, a number of advertising agencies were approached to help promote the work. A link with PHD and Clear Channel led to the billboard campaign launch, with design agency Pixel Parlour designing a new hard-hitting website.

Your Choice Your Future

Billboard locations

  • Finchley Road opposite O2 Centre car park, Swiss Cottage
  • North Circular Road near Jenkins Lane/Alfreds Way
  • 75-85 Summerstown, near The Hare & Hounds 
  • 194-196 Cricklewood Broadway