“More and more people are taking knives onto our streets in the mistaken belief that they will provide protection.” -www.ntk.org.uk
Knives and sharp tools are easily available. According to recent figures, they are the most commonly used weapons in homicides in England and Wales. In 2005-06, this equated to 212 fatalities.
To help combat the growing knife crime in the UK, The Royal Armouries (The National Museum of Arms and Armouries) launched the 'NTK' initiative, which seeks to make Britain a safer place. The Royal Armouries' extensive collection and insight helps to position this organisation as well-equipped to understand Britain's knife crime.
With an ambitious target of achieving one million pledges, 'NTK' wants to inform that knives are not cool and that there are smarter ways to stay safe.
markettiers4dc saw radio as an ideal platform to deliver the message and to encourage constructive debate on knife crime. Fantastic coverage was secured with a total of 144 stations covering the story. The potential total audience reach was a noteworthy 34,585,000 which included national coverage being secured on Sky, elevating the profile of the initiative.
Peter Armstrong, a representative from the Royal Armouries was used as a spokesperson alongside two young people who have witnessed knife crime within their short lives. If just one youth stops carrying a knife and considers non-violent means of protection, then 'NTK' is deemed a success.
markettiers4dc saw radio as an ideal platform to deliver the message and to encourage debate on knife crime. Fantastic coverage was secured with a total of 144 stations covering the story.