for Key4Life & Landor
UK youth is being molded by crime-related words on their national media. More than half of the stories on the news link them to a life of violence, leaving positive reinforcement to the sideline.
‘KeyWords’ turns crime-related words into positive verbs of young people who turned around their lives.
By telling the stories of those who left crime and joined the Key4Life programmes, we help reframe the narrative around British youth. Because the key to change begins with using the right words.
Rohil Borole / Lorenzo Colnaghi / Ali Haider