Saint at RKCR/Y&R and Mobile Interactive Group (MIG) have created a ground-breaking viral mobile application for the Home Office's 'It Doesn't Have To Happen' anti-knife crime campaign which enables users to play then, uniquely, send on to their friends. 'Pocket Beatz' consists of a mobile music studio where users can play a range of beats, synths and loops to create mini tracks which can be recorded and played back.

Adding to an already wide mix of communication channels targeting 11 to 16 year olds, Pocket Beatz, which will be downloadable from the campaign's social networking website, offers a viral function that automatically links to the user's address book in the phone, allowing them to select unlimited friends and forward content. Its pioneering technology not only increases the potential reach of the campaign but also enables full campaign tracking identification and reward of key brand advocates, CRM, and creates a clean database of users, to whom future campaigns can be promoted directly.

'Pocket Beatz' will be distributed via youth-targeted media on youth-focused mobile portals, as well as Bluetooth promotions in suitable locations throughout the UK.

Tony Harris, Deputy Chairman of RKCR/Y&R said, "Mobile is clearly a key channel for targeting a youth demographic and those who might be affected by knife crime; therefore continuing to spread the 'It Doesn't Have To Happen' campaign message via the mobile device is a natural move for us. Highlighting music as a positive alternative to knife crime, in launching Pocket Beatz we hope to further engage an already strong online community, and enable young people to connect with the issue in ways most relevant to them."

Tim Dunn, Head of Marketing Services for MIG said, "MIG are tremendously excited to be involved in the Knife Crime campaign, and to debut our unique viral application for such a good cause. Targeting 11-16-year-olds is not easy, but by providing such a cool application for their phones we hope to drive the message home in a way they will find most interesting. We've also devised a raft of highly targeted media to ensure the app is promoted to the right people with minimum wastage."