My hon. Friend is absolutely right to say that ideally we need to personalise and localise the campaigns. The
issues surrounding stop-and-search might be a little more toxic in the parts of London represented by the right hon. Member for Tottenham (Mr Lammy) and me. Hitherto, knife crime might have been regarded as a problem specifically in inner cities, or even only in London, but we now recognise that it goes far further afield.
Does my hon. Friend agree that, in particular among young men, there is an almost toxic mix of the possession of a knife with alcohol use and misuse? A frenzy of disorder sometimes leads to such incidents. Personalising the campaign in the way in which he is setting out is entirely the right way to try and re-educate a lot of young men to ensure that they do not go on to the streets with a knife.