Don't Stop Your Future

Idris Elba’s ‘Don’t Stop Your Future’ Campaign, demands the UK Government take immediate action to prevent serious youth violence. 

As MPs returned to Westminster, Idris stood at Parliament Square with a backdrop of outfits symbolising the lives lost to knife crime last year, to shine a spotlight on the scale of the issue. 

Idris is appealing to Parliament to urgently prioritise the long-awaited ban on zombie knives and machetes which is an essential part of keeping young people safe. Another crucial element of the campaign is a call for Government to properly invest in youth services to tackle the underlying causes of serious youth violence, so our young people get the bright futures that they deserve. 

Idris is also calling for the Government to convene a cross-party Coalition to End Knife Crime to bring together all the organisations and agencies with a role to play in tackling this issue, from the NHS and education institutions, to sporting bodies, to grassroots organisations and young people themselves. 

The British Actor and rapper also released a new track, Knives Down, which aims to give a voice to those most impacted by knife crime and to use the power of music to raise awareness of the issue. To assist the campaign, Freuds worked with Idris to develop a media strategy aimed at engaging policymakers, giving a voice to the communities most impacted by serious youth violence, as well as garnering widespread attention of this important issue.Freuds was on the ground at Parliament Square to support Idris with a coordinated media effort across national broadcast.