Updated detailed audience profile

Aim (Demographic):

Black boys aged 13-19

Victims:

Those victims of gang related knife crime are more likely to be 88% male and 68% BAME, that are under
the age of 25, which is 76%. Moreover, young BAME men (16-20 years old) account for almost a third of
all victims of gang knife crime.

Offenders:

Offenders of both knife crime and knife crime with injury offences are predominantly of a similar age
and gender to the victim group with half of all offenders being under 25 and 83% being male; however, a
great proportion of offenders were classified as BAME (69%) compared to the victims (50%).

Geodemographic:

London
London has the highest knife crime rate in the UK. The city has recorded the highest rate of 179 offences
involving a knife per 100,000 population 2Fin in 2019/20, a slight increase on a rate of 169 in 2018/19.

Psychographics:
Get paid crew- are highly aspirational, driven by money, doing whatever it takes to get money and being
their own boss: make money, money, money- once connected to dodgy dealings, there is now a huge
amount of respect.
Trackies- are laid back enthusiasts motivated by the need to chill: They are all about hanging out and
getting their hands on a bit of weed. Typically seen as those with potential to achieve but lacking in
motivation and surroundings.
Wasteman- Rebellious, loud, and dodgy: Part Chaver, Chav, part Trackie and part Get Paid Crew- most
run a mile when they see them, likely to be shotting weed, wearing trackies and trading knock offs than
being admired by other segments.
Stylers- Status and style, and ahead of cool- the rising influence of Urban music and fashion have made
them a hugely aspirational Tribe for youth today. More young people than ever before are looking like a
Styler and aspiring to their luxury lifestyle.

Puritans- people who want to feel they have done their duty.
Utopians- People who want to make the world a better place.

Music:

Drill
Trap and Rap

R&B
Standard Occupational Classification:

E: The Unemployed or others on very low incomes from casual work

D- Unskilled manual workers