The Met's new anti-knife campaign "It's not a good look" challenges the perception some young people have that carrying a knife can bring them "respect" or "power". The campaign shows the young person who is carrying the knife as looking ridiculous in front of his peers and friends.

In previous years the consequences of carrying a knife have been highlighted including being scarred for life, maimed, or even killed, and the suffering this can cause to loved ones. This year a completely different approach has been taken to tackle the issue and make young people think about the absurdity of carrying a knife. A TV ad has been produced that will be shown on youth-orientated channels and online. There is also an interactive element of the campaign to engage with young people. You can view this and the TV advert at www.notagoodlook.org.

Research shows that other reasons why young people carry a knife are they have a misguided belief that it is to protect themselves, for others it is simply to commit crime.

But what they do not think about is the consequences which can include:

• Being arrested and prosecuted and if convicted; a prison sentence is a possibility.
• A conviction for knife crime can also seriously impact upon your future opportunities; Not only could you be affecting your job prospects; you may not be permitted to travel to certain countries, so that dream visit to the States could never become a reality!
• Some people have had their knife taken from them and used against them, this can result in being scarred for life, maimed or even killed.

Operation Blunt is the MPS operation dedicated to tackling knife-crime.

• More about the current campaign
• Previous anti-knife campaigns