Bauer Media Outdoor uses toys to tackle knife crime

Bauer Media Outdoor has launched a public awareness campaign with Simmply Active to encourage parents and carers to discuss children's exposure to knives at an earlier age and recognise potential warning signs before problems escalate.

Created with TBWA\MCR and children's community interest company Simmply Active, the campaign challenges the perception that knife carrying only becomes an issue during the teenage years. It highlights the need for early conversations and intervention.

Campaign highlights early exposure risks

Running under the headline KIDS CAN LEARN TO PICK UP KNIVES YOUNGER THAN YOU THINK, the campaign features three out-of-home executions photographed by Lol Keegan. The creative depicts a teddy bear, a doll and a rubber duck marked with injuries resembling knife wounds to illustrate the campaign's message.

According to the campaign, professionals working with children are increasingly encountering knife carrying at younger ages. Among children under 10, it is presented as a safeguarding issue, with exposure linked to online content, gaming, social media and older peers rather than criminal intent.

Simmply Active focuses on prevention

The campaign also highlights the work of Simmply Active, which provides children with support through sport, mentoring and trusted adult relationships. Founded by former teacher David Simmons, the organisation aims to build confidence, resilience and a sense of belonging before young people are drawn towards harmful influences.

Simmply Active was established after David Simmons experienced an incident in 2017 while working at a primary school, when a six-year-old pupil threatened him with a knife. The experience led Simmons to focus on early intervention and prevention.

Campaign runs across UK outdoor network

The campaign will run throughout August on donated digital out-of-home sites from Bauer Media Outdoor, including the Adshel Live network. It will also be supported by a mobile digital advertising van operating across London through Mobile Media.

By placing the campaign in public spaces, the partners aim to encourage conversations in homes, schools and local communities. The initiative promotes early intervention and support as a way to reduce children's exposure to knife carrying before it develops into a more serious issue.