It hurts

Published: Monday 30 November -0001

-- Graphic images of real injuries inflicted by knives feature in a new 3 million (us$ 5.8 million) government advertising campaign against youth violence. The ads devised by teenagers aim to show the dangers of carrying a knife. One shows a man with a knife and a screwdriver on his chest, and deep, gaping wounds to the body.

Minister at the home office, Vernon Coaker, said that the new adverts' message was conveyed by young people the same age as would-be victims to maximize their impact. The campaign is being launched after a spate of stabbings of young people in the uk.

The first phase of the three-year campaign will feature newspaper and radio adverts, as well as two internet videos. The first video features a medical lecture given by a surgeon who has to deal with such injuries. The second shows a knife stabbing on a shopping street. Both adverts will be distributed to young people through social networking websites and on mobile phones.

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