THE SCIENTIFIC SOLUTION TO KNIFE CRIME

Every year 550, 000 kids are referred to Social Services. Only 30,000 receive any sort of help. Many of them come from abused and deprived beginnings. And when that happens there are two parts of the developing brain that don’t develop - those that deal with empathy and regret. So the usual answers to handling their anti-social bevaviour however it manifests, is to try and make them feel remorse or to rep[roach them. Obviously neither will work. Kids Company had the only viable solution, one based around psychology and psycotherapy. Not enough people were listening to them. It was our job to get the facts out. To do this myself, my art director Paul and the owner of Kids Company sat with every editor of every newspaper in London. We took them through the stories and showed them this campaign. Every single one of them immediately donated free full-page space. This is one of the campaigns I am most proud of in my book.