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.
Share this idea
- Explore gaming as a new way to deliver nuanced messages to otherwise isolated youth groups
- How can brands go beyond merely providing sponsorship to becoming part of the story
- Learn how you can affect change in society by changing how you engage with those you want to help
James Rollinson, Account Dir, MHP Communications