Knives: Crime

Home Office written question – answered on 8th July 2019.

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Photo of Louise Haigh Louise Haigh Shadow Minister (Home Office) (Policing)

To ask the Secretary of State for the Home Department, what estimate he has made of the reach of the #knifefree campaign on social media from its inception to 18 June 2019.

Photo of Victoria Atkins Victoria Atkins The Parliamentary Under-Secretary of State for the Home Department, Minister for Women

The #knifefree campaign has delivered over 266m impressions on social media over multiple bursts of campaign activity since launch in March 2018.

This figure represents the number of times the adverts have been delivered to young people on social media (twitter, instagram, snapchat) giving the opportunity to see them. However, it does not represent the number of people who have actually seen the adverts; impressions are not unique and adverts may be delivered to people multiple times over the campaign periods.

Advertising has run across a range of channels including outdoor posters, online videos, digital audio and social media. We have estimated reach figures for the #knifefree campaign activity; with each burst of paid media estimated to have reached 6 million 15-24 year olds, achieving millions of views of our campaign videos. This is an estimation based on media planning tools across all channels.

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