o125,000 DVDs of “Knife City” were distributed to teenagers in London. In addition, 2 weeks support on KISS and Choice FM told young people there was a new game “Knife City” which they could view on their website.o16,161 unique visits to the itsnotagame.org website; 4,058 downloads of the demo from the KISS and Choice FM websites; and the campaign has generated numerous debates on chatrooms worldwide.oResponse from the target audience was overwhelmingly positive with more than half rating the film as “very good” or “excellent”.