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Knice Awarded IVCA Award

You might have seen me a lickle bit on TV over the past few months with artists like Akala & Bashy, for the Knice advert. This week they were blessed with an IVCA Award.

Knice Campaign

THE KNICE PROJECT came into existence so leading figures in UK Urban music could come together and have their say on the problems of knife crime. Artists involved feel that politicians and police have done nothing to address the root causes of knife crime and have dealt with the problems by highlighting punishment. Artists involved in KNICE believe this is the wrong way to really affect to the attitudes of young people on our streets. Young people have been increasingly demonised and criminalised by authorities, the media and society, so what difference does one more law or harder penalties make to anyone? No difference for a person who feels like criminal to start with anyway. What counts is getting to the roots and causes of the issue and and address the big key player in why young people choose to carry a weapon: Fear. Artists involved in KNICE want to vocalise the real causes to get people talking about real, long-term solutions. Above all, the one thing KNICE wants to do is provide a message of POSITIVITY and COURAGE to anyone who wrongly believes that carrying a knife will take them forward in life, or keep them safe. 'Make a KNICE life - not a knife life'.