The campaign, which aims to reduce knife-carrying among 10- to 16-year- olds, includes an ad giving testimonials of real inmates at a young offenders institution serving sentences for knife offences.
Posters showing the legal consequences of carrying a knife will go up at bus stops in England and Wales, and a music video, Don't Shank Just Skank, will be available on website Bebo.com.
Policing and crime minister David Hanson said: "The vast majority of young people are honest and law-abiding, and won't tolerate violence in their neighbourhood. This campaign targets the small minority who break the law."
He added: "Through this campaign we are sending out a clear message that people who break the law and continue to carry offensive weapons will face tough penalties."
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