Thu, 07 Oct 2021 06:47:47 GMT
The UK is currently facing a knife crime epidemic. Barely a week goes by without a story in the news about another young person, often living in an inner-city, having their life taken by a knife.
Urgent action is needed to reach out to this marginalised group. But how?
These are kids that don’t consume traditional media, instead preferring to spend their time on peer-to-peer networks which are hard to insert messages into.
There is, however, one place where they do spend hours every day – the video game, FIFA.
This is a story of how a talented young footballer’s tragic death at the hands of someone carrying a knife in 2006 became the basis for an anti-knife crime campaign like no other, featuring the world’s largest sports video game, cutting-edge deep-fake technology and a father who has turned personal tragedy into a powerful voice for change.