In the last five years the Home Office has spent no money on national awareness campaigns relating to (a) gang crime, (b) gun crime and (c) terrorism. Spending on awareness raising campaigns has been focused at a local and regional level.
In September 2008 the Home Office produced the leaflet “You and Your Child—Advice for Parents on Gangs”, this was a regional communication only although was made available on the Direct.gov website.
The Home Office has funded a national awareness campaign around the possession of knives (as opposed to gangs or guns) with the message ‘It doesn’t have to happen’. Viral adverts online and on mobiles have received 11 million views.
In addition, billboards were displayed in 85 community sites across the country and reached millions of 10 to 16-year-olds. In November, ‘It Doesn’t Have To Happen’ was awarded the best public sector and charity campaign at the prestigious Campaign 2009 Media Awards.
In addition, through the Tackling Violence Action Plan, the Home Office has provided funding to the third sector organisation ‘Be Safe’. ‘Be Safe’ undertakes weapons awareness workshops with young people to raise awareness of the consequences of carrying weapons, particularly knives.