The Home Office develops java app to fight Knife Crime

Campaigns: Thurs 7th May 2009

The Home Office is making clever use of mobile phones in their battle against increasing knife crime. The 'music studio' Pocket Beatz java application encourages youngsters to get creative and stay away from crime.

Whilst most marketers are excited about iphone apps, the Home Office have realised that the target group of 11-16 year-olds living in deprived urban areas do not fall under the iPhone user group.

The government department worked together with agencies Saint and MIG and have instead developed a java application, which can be downloaded by the majority of mobile phones relevant to the demographic.

The campaign message is bundled with cool samples, loops and synths sounds and links to the campaign's Bebo site: bebo.com/itdoesnthavetohappen.

Pocket Beatz has a great feature encouraging easy word-of-mouth, as it reads the user's phone book and asks them to distribute it and spread the message.

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