That Knife Again

In our efforts to fix a problem do we inadvertently contribute to the problem we want to reduce?

Why is it every time you write about knife related violence a photograph of a knife is used to highlight the piece.  In my efforts to talk about the prevention of violence I’m faced with challenges through the use of such images and how such images can stop my message being successful.  Let me explain.

In government, policing as well as with other ‘well intentioned’ groups we see many quick to simply impress the gravity of a particular issue.  By doing so they inadvertently reinforce the very behaviour they are trying to address.  This is particularly true when it comes to the use of knife imagery to prevent knife related violence.  Evidence suggests that the use of such imagery ends up communicating a message that a majority of young people carry knives when actually the reality is somewhat different.

Such campaigns, or speeches, are the policy equivalent of putting a ‘no ball games’ sign on a high brick wall—well-meaning, but in reality, prompts the thought ‘well, now that you mention it, that is a great surface for a ball game….’

We see knife imagery everywhere.  As a backdrop to a subject matter expert talking on Sky News.  We see it on the front pages of newspapers after a knife incident.  We frequently see ‘well intentioned’ police X (Twitter) accounts sharing with their communities the results of any local action by officers.  You may have noted I’ve used the term ‘well intentioned’ a few times already.  I use this because the intent of the police is coming from a good place.  By discussing their work, they want to reassure communities.  At a time when communities actually don’t feel safe, is it time for police forces to stop using knife imagery?  By all means discuss action but please drop the knife image.

Media use of such imagery is simply a way of grabbing our attention, a hook to influence us to read an article or watch a programme.  Whether used by the police or the media, both run the risk of contributing to an issue which we must get ahead of.  If not many more young people, predominantly young men will continue to lose their lives to violence leaving families and communities devastated.  We also expose our brave police officers to continued risk and harm.

So why is the use of such imagery problematic?  Well for the answer we need to look to a psychology of human behaviour for the why.

Bad behaviour is usually more visible than good. It’s what people talk about, it’s what the news media report on, it’s what experts focus on. Politicians and experts are always trying to change bad behaviour by warning of how widespread it is, and they take any opportunity to label it a crisis.  Many in the violence prevention field love talking about the problems because it generates political and economic support.  Many book writers and others benefit financially.  I’ve heard it being described as the violence industry.  Whilst some benefit the violence continues

This strategy might feel effective, but it’s not — it simply communicates that bad behaviour is the social norm. Telling people to go against their peer group never works. A better strategy is the reverse: give people credible evidence that among their peers, good behaviour is the social norm.

In short, stop nagging people about what they shouldn’t be doing and instead tell them how other people are doing the right thing.  Stop sharing knife images because it highlights that the problem is bigger than it is.

Why does this work?  Because when we don’t know what to do in a situation, we naturally look around to see what other people are doing. From that we learn what is appropriate, and what is practical.

Success is more likely if the message hits people just when they are about to make that behavioural decision. Of course, you need to make sure the behaviour you’re norming is credible and accurate.  So, in many ways knife imagery communicates a norm that isn’t accurate.

Whilst knife related violence remains an issue, violence levels across the UK are falling.  We also know that most young people do not possess knives.  US psychologist and Persuasion guru Dr Robert Cialdini refers to this as the ‘Big Mistake’ and something that many still fail to identify with.  People tend to rely on methods which they perceive are working when in fact they go against what the science tells us.

Now I know why those in policing feel they need to update communities on what is being done to address violence but my message to them is stop it.  In Scotland you won’t see knife Imagery on police sites.  You might learn of police patrols, but you won’t see graphic images of knives.  The results in Scotland speak for themselves with violence levels coming down and reductions being sustained.

Cialdini suggests that when people are asked what would make them change a behaviour, they rank “what my peers are doing” last. But when tested against what does, in fact, change behaviour, it comes first.  In many ways following a crowd is primal.

Now I’m not suggesting we don’t provide focus on knife violence or other violence for that matter.  I’m suggesting we see more balance in messages and imagery being shared.  For example, to address alcohol consumption on university campuses it was found that messages that communicate norms that many people don’t over consume alcohol worked better than telling people simply not to drink. Also to address litter issues sharing information on community litter pick up events helped reduce pollution in areas.  This idea of social norming has also helped address sexual violence in universities.

I convinced Police Scotland to use the approach when developing the That Guy Scotland campaign in 2022/23.  The campaign worked in better engaging men in the prevention of men’s violence against women.

At a time when the fear of violence is real for many communities is it not better to think differently in our efforts to prevent an issue?  When we look at any problem differently, we provide ways to change an outcome.  Addressing violence is no different.