UK Government: Knife Free

The UK Government curated a number of positive real life stories of young people that were able to find community projects to live a Knife Free life.

These inspiring stories were amplified across music platforms such as Deezer to reach the young people in the areas most affected.

Brief 

The Government wanted to promote their campaign #knifefree to young people across affected areas of England and Wales. With age, geo & contextual targeting, Deezer presented the perfect partner to amplify 30 second snippets of the inspiring stories.

Response 

Audio ads were run across desktop, tablet and mobile for maximum reach. Companion banners were run alongside driving traffic to the #knifefree website, helping to further spread awareness of this campaign

Results 

This campaign was a huge success, seeing impressive CTR rates of 5 times higher than the platform benchmark and 10 times the audio industry average

Contextual Targeting Key to Success

Engagement Rate

Over 5% CTR

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