MOBILISE & ACTIVATE

20M IMPRESSIONS

120

VOICES TAKEN TO GOVERNMENT

18 

VIOLENCE REDUCTION UNITS ADVISED

Knife Free Chicken Boxes

What was the problem?
In August 2019, The Home Office rolled out 321,000 chicken boxes printed with real life stories of young people who have chosen to pursue positive activities instead of carrying a knife. The announcement of the campaign was met with huge backlash from communities across the country, labelling the initiative as racially insensitive, stereotypical and crass.
How Did We Curb The Problem?
On the day the campaign was released, we were inundated with messages from our community expressing their disbelief and encouraging us to take a stand against it. The sentiment was clear, "if anyone had asked us what we think about the idea, anyone would have told you it was rubbish!"
 
So we decided to do what the Home Office failed to, and give a voice to everyday Londoners. Announcing our plans on social media, we pitched up outside Stratford Westfield, dressed in chicken suits, armed with empty chicken boxes, pens and chicken to giveaway. The plan was to encourage the community to write their suggestions for solutions on how the government should tackle serious youth violence in the capital. The solutions were written in chicken boxes and stuck onto a large board which amassed over 100 opinions in a few hours. We then took the board to the Home Office the next day with the ideas sent digitally to relevant ministers. 
Following the stunt, the #knifefree chicken box campaign was withdrawn and we were invited into the Home Office to speak with the violence reduction team. We have since advised specialised, local violence reduction units from across the country on how to engage effectively with young people.
What Did The People Say?

On the day and in the days that followed, our counter-campaign sparked a national media frenzy with all major news publications covering the story both on TV and online. The campaign trended on Twitter which caused an influx of further opinion people from around the country.