Life on the edge
Life On The Edge is a public art project aimed at inspiring young people to channel their energy into sport and movement, delivering a positive visual narrative as an antidote to the epidemic of violence and knife crime.
Life on the Edge is an exhibit on the street – featuring a series of billboard and poster size dynamic photographs of adrenaline-rush sporting activities: skateboarding, football, bmx biking, hip hop dance, boxing and parkour.
This series of exciting images will feature activities that are available locally through local borough and independent youth services with both celebrity and non-celebrity practitioners represented.
By exhibiting on billboards, posters and at bus stops, with a coordinated social media campaign in parallel, Life on the Edge will have a broad outreach to young people – creating a sense of aspiration and inspiration leading to action.
We will create additional active audience engagement by embedding QR codes delivering interactivity and online access to additional content and signposting to available community services, maximising local engagement.
We will create additional active audience engagement by embedding QR codes delivering interactivity and online access to additional content and signposting to available community services, maximising local engagement.
The aspirational images will have a three-fold impact:
- Inspiring interest and encouraging youth to take up sport, building self-discipline and identity far removed from violence
- Making sport the Go to Choice
- Signposting to progammes on offer in local youth hubs and activity centres
- Changing the media narrative away from driving fear towards reporting positive change.
The images of celebrities will validate the activity and create aspiration; the images of peers will create inspiration and the QR codes on the images will signpost to action.
The intention is to trial the project in the London Boroughs of Hackney & Camden in 2021, before rolling out to other boroughs and cities.
