The #safeohnemesser prevention campaign is aimed at young men between the ages of 14 and 24 in the Stuttgart area. The aim is to make them aware that it is a misconception that it is safer to move around the city with a knife. The campaign is intended to make them think and, in the best case, change their behavior.
The city is thus supplementing its established prevention and communication channels and is now addressing the key target group specifically via Instagram and TikTok. The short videos, known as reels, are played out to the target audience as social media ads on these platforms. This ensures that the messages reach them directly without wastage. The content was prepared for the target group as short, engaging reels.
Dr. Clemens Maier, Mayor for Security, Order and Sports"Knife violence often causes extremely serious, life-threatening injuries. Every knife that is not carried is one less potentially dangerous weapon."
Maier continues: "That is why we are focusing on targeted prevention in addition to numerous regulatory measures in this area."
Dr. Susanne Kaufmann, Head of Communications, adds: "In order to reach the target group effectively, we deliberately use social media. We have to take our content to where young people move."
Police Commissioner Markus Eisenbraun explains: "As part of the security partnership, the city and the police also work hand in hand when it comes to crime prevention. We are therefore happy to support the city's social media campaign on knife violence."
Campaign includes competition
Stuttgart police officer Luan is the central protagonist of the six short clips, which show the consequences of knife violence from various emotional perspectives. One reel shows Luan in conversation with a martial artist who demonstrates the enormous danger of carrying a knife, while in another clip a doctor from Stuttgart Hospital explains the consequences of serious knife injuries. Another reel was created from an interview with a young man who was in prison after committing a serious knife crime.
The campaign concludes in November with a competition that invites the community to take part in an active discussion: Under the hashtag #safeohnemesser, users should comment on why a knife has no place in their pocket. As an incentive, participants will be entered into a prize draw to win a helicopter flight with the police.
The prevention project is the result of comprehensive interdisciplinary cooperation involving the crime prevention departments of the city and police, the communication and integration departments, the public order office and the House of Juvenile Justice.
