To many London teenagers, carrying a knife is not seen as a big deal and many think it makes them look cool. To convey the message there’s nothing cool about carrying a knife, we produced a 60 second film visually dramatising how knife carriers actually look to their peers. This showed a teenager in ridiculous costume, behaving in an ordinary fashion, whilst his peers react with disdain. At the end he reveals his knife, passing it to a mate, who suddenly transforms into a ridiculous costume too. This aired on targeted music stations such as MTV Base and Channel U.