Primesight launch anti-knife and gun crime campaign (01/09/11)

Primesight launch anti-knife and gun crime campaign

Primesight, the outdoor media owner, has donated a campaign to the anti- knife and gun crime charities 'The Kiyan Prince Foundation' and '˜Syrus Consultancy'™ to promote their '˜LoveLife6958' spoken word and motivational UK tour running from 5th September.

The tour is named after the collection of poems penned by Christopher Syrus, founder of the Syrus Consultancy. The tour will take in libraries, schools, prisons and secure units across the country for two weeks in September 2011 and is intended to prevent others from following the wrong path.

On the tour Syrus will be joined by Mark Prince, who lost his son Kiyan to knife crime. Mark will be delivering his own motivational talk drawing on his experiences.

Primesight has strategically planned the outdoor space donated using audience segmentation tool Experian to target relevant youth audiences. Therefore the campaign will be shown in postcodes in areas that were heavily affected by the recent riots and areas where the 'LoveLife6958 Spoken Word and Motivational Tour' will visit.

It will also target libraries, schools, prisons and secure units and will use Experian mosaic tools to target demographic groups including 'claimant cultures' and 'upper floor living and terraced melting pot'.

Naren Patel, Primesight CEO said: "œthe recent riots have shown that there are an increasing amount of young people living outside of the norms of modern Britain - the 'Syrus Consultancy' and the '˜Kiyan Prince Foundation'™ want to bring these youths back in from the cold to prevent reoffending. Primesight fully support this admirable goal and are eager to contribute towards this campaign".

A spokesperson from the '˜LoveLife6958 Spoken Word and Motivational Tour' said: "Primesight has been invaluable in helping us with the outreach for this tour, allowing us to target our campaign to the correct audience".