One Minute in May is a creative and practical response to the growing threat of violent youth crime among the nation’s young people. With more than 60 attacks reported daily, knife and gun crime has become a very real issue for young people throughout the UK. The One Minute in May campaign was set up to confront this problem head on. It aims to educate young people about the dangers of violent crime and offer alternatives with the creative use of film.

Why film? Because we are seeking to reach – in fact, are already reaching – a generation that is very media savvy. These young people have grown up using a wide range of electronic gadgets to access information and communicate with each other, not just to be entertained.

Whether playing games on hand-held consoles, watching television, or using social networks, young people in our target group view life through these devices. As a result they are highly televisual. They may well be more familiar with the lyrics and video to the latest N-Dubz tune than with the seven-times table.

This is why One Minute in May is bringing its campaign to them, in a language they understand.