Crime Prevention: Publicity

Home Office written question – answered on 5th September 2019.

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Photo of Cat Smith Cat Smith Shadow Minister for Voter Engagement and Youth Affairs

To ask the Secretary of State for the Home Department, whether her Department consulted with (a) young people and (b) members of the DCMS Youth Steering Group before launching the #knifefree chicken boxes campaign on 14 August 2019.

Photo of Kit Malthouse Kit Malthouse The Minister of State, Home Department

The #knifefree campaign has been developed in close consultation with young people. Regular independent quantitative and qualitative research has been undertaken with the target audience to inform campaign development and evaluation.

During campaign development we undertook qualitative research with young people aged 10-21 years old in London, Birmingham, Manchester, Cardiff and Leeds. Across the age range, fast food eateries were one of the key environments young people stated that they spend time.

A workshop held with stakeholders in December 2017 recommended that we ensured we placed outdoor advertisements strategically (i.e. in places where the audience are likely to go and spend time). Examples of these that were given included chicken shops.

We piloted the #knifefree fast food boxes in Spring 2019 in London and Manchester. Research conducted by All City Media Solutions indicated that there was:

  • A 16% increase in spontaneous awareness of the #knifefree campaign among visitors to chicken shops that did carry the #knifefree chicken and burger boxes and had the adverts on their screens
  • A 17% increase in prompted awareness of the #knifefree campaign among visitors to chicken shops that did carry the #knifefree chicken and burger boxes and had the adverts on their screens

We have not previously consulted with members of the DCMS Youth Steering Group, however would welcome the opportunity to work with them on future campaign planning.

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