A new advertisement program is launched in UK. This program is aimed at turning young people away from knife crime. In this campaign, posters showing youngsters behind bars alongside the slogan ‘Carry a Knife and Lose Your Life’ will be displayed at bus stops across England and Wales. Also, TV and online adverts will include accounts from young people held in young offender institutions warning of the dangers of getting involved with knives. Now it remains to be seen how effectively does this slogan help change teenage violent mentality?