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In 2008, youth crime exploded onto the news in the U.K., with several high-profile teen stabbings. The U.K. government's Stop Knife Crime initiative held a creative youth summit inviting 18 teenagers from six cities who had personal experience of Britain's knife culture. They were invited to come up with a campaign during a weekend of workshops. The concept they came up with was "It doesn't have to happen."
The campaign aimed to use peer-to-peer influence to encourage young people to reject knives. Together they built itdoesnthavetohappen.co.uk and hosted it on youth network Bebo. Virals, digital banners and postcards showing the harsh consequences of carrying a knife were created.
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