Principles a Killer - is an awareness campaign that intends to educate the masses on the psychological reasoning behind the conduction of knife crime.

The campaign will be initiated through two avenues, the first being printed collateral being present around densely populated areas (such as cities), these posters will have song lyrics incorporated on them along with minimalistic branding (therefore promoting a sense of uncertainty about the brand, hopefully causing the viewer to want to further explore).

The second being that music artists will be ambassadors for the campaign, by promoting it on their social media platforms this will be done by sharing song lyrics that link specifically to the overall problem.

The goal is to help those who feel the need to commit knife crime, by holding support groups and music sessions for them to develop skills in professions they may not have explored if it wasn't for this campaign.