Knives Scar Lives was developed by the Victorian Department of Justice in partnership with Utility Creative to address the growing issue of knife carrying among young men aged 15–29. The campaign sought to increase awareness of the personal, social and legal consequences of carrying a weapon while encouraging young people to choose safer ways to respond to conflict. By combining behavioural insights, community engagement and targeted communications, the initiative aimed to reduce weapon-related violence across Victoria.
Victoria had experienced a significant rise in the carriage of prohibited weapons, with reported incidents increasing by 54% between 2004/05 and 2008/09. Research identified that young men from African, Anglo and Vietnamese backgrounds were disproportionately represented in weapons-related incidents, particularly those who had been in contact with juvenile justice services. The challenge was to change entrenched attitudes and behaviours around knife carrying while also communicating new police search powers and tougher penalties. Traditional media channels were found to be ineffective in reaching this audience, requiring a more targeted and community-focused approach.
Utility Creative conducted extensive research with victims, perpetrators, witnesses and community members affected by weapon-related violence to understand the motivations behind knife carrying. Insights revealed that many young men carried knives because they felt vulnerable and sought protection. The campaign used powerful real-life stories to demonstrate the devastating consequences of carrying a weapon and promoted walking away from confrontation as the safer choice. Australian boxing champions Sam Soliman, Samuel Colomban and Daniel Iannazzo were engaged to reinforce the message that "real men keep it in the ring". Using crime data, census information and heat mapping, Utility Creative and Convenience Advertising identified priority locations and delivered targeted messaging through community venues, recreation centres, sporting clubs, police stations and juvenile justice centres. The campaign was further supported by takeaway information resources and an integrated digital platform featuring social media, video content and crime prevention information.
