Using Google search requests, we were able to glean powerful insights as to what teens in Scotland were querying in Scotland. Questions such as 'where can I stab someone that won't kill them?', 'if my friend stabs someone will I get arrested?' 'is it illegal to carry a knife?'
Using these insights, we grouped the queries together into subjects and set out to create two things:
An interactive website where a streetwise ex-convict poses you a series of knife crime related questions for you to answer before giving you the correct answer.
The videos created were then seeded on YouTube with the relevant meta data to improve their SEO. The idea being, when young teens searched for answers, they'd get good, clear, accurate information in a the form of an engaging and powerful video.
