No Knives Better Lives

Hero No Knives Better Lives Case Study

Reaching a younger audience through Instagram

A national initiative focused on knife-crime prevention, No Knives Better Lives aims to inspire a younger generation to make the right choices. Working with the Scottish Government since 2009, the NKBL team have always aspired to support parents and peers in order to create a dialogue with young adults.

However, in 2017, they recognised that they could speak to their audience directly through Instagram; a platform with a high demographic of younger Scots. Since then, we shaped a strategy aimed at balancing 'no knives' messaging with 'better lives' content – with entirely organic results.

• Over 1,300 organic followers in only 6 months
• High organic engagement rate of 2.3% per month
• Successful influencer outreach has helped reach
• Content includes custom illustrations

"The team are dynamic, consistently bringing innovative ideas to the table and giving us space to contribute to them. They have grown our following on Instagram with an audience we haven’t previously engaged. Sunshine have created a space where young people can feel confident and optimistic about their lives in Scotland."

Emily Beever Senior Development Officer
No Knives Better Lives Tone

Shaping the right tone

When you think of knife crime, you don't necessarily think 'inspirational' – however, working alongside the NKBL team, we crafted a tone that focused more on inspiring UK youths; showing them that their future is in their own hands and that positive choices have positive outcomes. 

Video & Motion Graphics

As part of our 'better lives' content strand, the team includes video content showcasing life hacks: easy, out-of-the-box tips and tricks with an aim to keep that younger audience entertained and talking. We film all of these in-house as part of our monthly retainer (and became Z-list Instafamous in doing so!)