Knife crime shock campaign launched

By Michael Holden and Jennifer Hill

LONDON (Reuters) - The government launched a three million pound national advertising campaign on Thursday to warn young people about the effects of knife crime amid growing fears that the issue is getting out of control.

The move came as London's Metropolitan Police unveiled a haul of weapons recovered during the first two weeks of a blitz on knife crime, and said parents were key to tackling the problem.

Actor Robert Knox became the latest teenage stabbing victim on Saturday when he was knifed to death outside a pub in Sidcup, Kent.

The hard-hitting adverts, which will be run on radio, websites and mobile phones, will warn youngsters about the harsh physical and emotional consequences of knife crime.

The campaign, to be run over the next three years, was developed and written by young people who have themselves been affected by knife crime.

A series of ads aimed at mothers, encouraging them to talk about the issue with their children, will run simultaneously.

"I am in no doubt about the importance of tackling knife crime and this is even starker following recent tragic events," said Home Office Minister Vernon Coaker.

"We know that many young people carry a knife because they are fearful and these adverts tell powerful stories about the dangers of going down that path.