Check the Label

Funding: Existing resources at Lambeth Council, plus planned
communications work

Aim: to dispel myths around young people's involvement in crime

A campaign in the London Borough of Lambeth is aiming to challenge negative perceptions of young people while promoting diversionary activities.

Involving real teenagers who are positive role models, the Check the Label poster campaign launched in early May. The images, which could potentially look intimidating to some people, are accompanied by statements from those featured to show they are actually positive role models training to be mechanics, professional footballers and childcare professionals.

The campaign was launched just a week after 16-year-old Seyi Ogunyemi died in the borough after being stabbed. But Sarah Campion, head of media relations at Lambeth Council, says the campaign had been in the pipeline long before the death.