Express & Star

West Midlands Police tell teenagers: It's a knife or your life

Youngsters in the West Midlands will be told 'the story of a stabbing' as part of a new police campaign to warn against the dangers of knife crime.

Published
A new anti-knife campaign has been launched

West Midlands Police say the 'hard hitting' advert will air on download sites alongside grime and drill music tracks. It will feature real paramedics and police officers and will show a dramatisation of a stabbing and its aftermath.

The clip is part of the force's #lifeorknife campaign, which has been brought in following a spate of fatal stabbings across the region, including two in the Black Country over the past week.

The campaign will also see police officers and PCSOs talking to school pupils about knife crime, a Facebook video advising parents how to talk to their children about the issue, and a 'myth-busting' social media campaign exposing the reality of knife crime and its consequences.

It is aimed at 14-16 year olds.

Superintendent Ian Parnell

Superintendent Ian Parnell, knife crime lead for West Midlands Police, said: "This campaign is about education and awareness.

"Young people report that they feel the need to carry a knife for a number of reasons, one being fear. We all have a responsibility to talk to children about those fears and why they might feel driven to carry a knife.

"The message is a simple one. Life or knife – the choice is yours and there’s always a choice, even when young people don’t feel they have one.

"I encourage all parents and teachers to start the knife crime conversation with their children today. Talking about the problem is the first step in reducing knife crime and saving lives."

The #lifeorknife campaign. Image: West Midlands Police

West Midlands Police and Crime Commissioner, David Jamieson, and Chief Constable Dave Thompson, have previously called on all schools to 'have a conversation' with pupils about the dangers of knife crime.

Mr Jamieson said today: "We know knife crime is on the rise here in the West Midlands and nationally.

"It is imperative that everyone who has responsibility for looking after a child is repeating the same message: if you carry a knife then you are more likely to be killed or injured by a knife.

"We must find new innovative ways of reaching young people. I hope this campaign does just that."

The campaign, which is set to launch before half term, has been informed by schoolchildren, teachers, police officers, doctors, paramedics and members of the Police and Crime Commissioner’s Youth Commission.

  • The Express & Star is calling for the sale of deadly blades to be reviewed. Thousands have backed our petition so far. Click here to find out more