The 2005/06 campaign saw “Knife City”, a mock computer game demo that blends cutting-edge computer generated images (cgi) with real life footage, was distributed on DVD to thousands of teenagers across London over two weeks. It illustrated the tragic personal and criminal consequences of carrying a knife. The DVD also incorporates a short film featuring real-life accounts from two young knife victims who explain how being stabbed devastated their lives, as well as an interview with the Walmsley parents who lost their son Luke to a knife attack at his school.

The 2006/07 involved two new radio adverts to discourage young people from carrying knives. They continued the gaming theme developed as part of the previous year’s campaign to deliver serious messages. In addition 'Knife City', was screened on TV.