SXSW 2022

How FIFA Changed The Game on Fighting Knife Crime


There is a knife crime epidemic in the UK. Barely a week goes by without a story about another young person, most often in an inner-city, having lost their life needlessly.

Urgent action is needed to reach this marginalised group. But how?

They don’t consume traditional media, preferring to spend their time on peer-to-peer networks which are hard to insert messages into.

There is, however, one place where they do spend hours every day – the video game, FIFA.

This talk will look at how a talented young footballer’s tragic death at the hands of a knife in 2006 became the basis for an anti-knife crime campaign like no other, featuring the world’s largest sports video game, deep-fake technology and a father who has turned personal tragedy into a powerful voice for change.

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James Rollinson, Account Dir, MHP Communications

Meta Information:

  • Tags: SXSW Gaming
  • Event: SXSW
  • Format: Panel
  • Track: Game Industry
  • Track 2 Media Industry
  • Level: Beginner

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