Birmingham entrepreneur and former gang member unite for powerful new #Life or Knife Campaign

Dear Resident,

A young Birmingham entrepreneur and a former gang member have joined forces in a powerful new West Midlands Police campaign encouraging young people to choose a different path and say 'no' to knife crime.

As part of the force’s #LifeOrKnife campaign, Bobby-Ray and Will sit down for a series of honest, thought-provoking conversations exploring the realities of knife crime, the importance of positive choices and how communities can work together to reduce violence.

Filmed as both a podcast and an on-the-street video series in Birmingham, the campaign sees the pair discussing their very different life experiences while sharing a common message: every young person has the power to choose a different future.

Bobby-Ray, who has built a successful flower stall business in Birmingham, has committed to giving back to his community by using profits from his business to fund life-saving bleed kits. The kits are being installed in knife crime hotspots and local businesses across Birmingham, helping ensure vital emergency equipment is available if the worst happens.

The campaign is deeply personal for Bobby-Ray, whose own family has been affected by knife crime after a relative was stabbed. His determination to make a difference was further strengthened after receiving an Outstanding Young Citizen Award from the West Midlands Police and Crime Commissioner last year in recognition of his work in the community.

During the interviews, Bobby-Ray reflects on the challenges of becoming a young entrepreneur, why he believes investing in communities is just as important as building a successful business, and how he hopes to inspire the next generation to believe in themselves and pursue positive opportunities.

Joining him is Will, whose candid account of growing up around gangs and carrying knives offers a stark warning to young people facing similar pressures today.

In a raw and authentic conversation filmed in a Birmingham café, Will opens up about the reality of gang life, the devastating consequences of carrying a knife, and how his own experiences ultimately led to him being stabbed. He speaks honestly about the impact those decisions had on his life and why he is now determined to help others avoid making the same mistakes.

Together, Bobby-Ray and Will explore the complex issues surrounding knife crime, including fear, peer pressure, social media, identity and the importance of having trusted conversations before it’s too late. Their stories demonstrate that although their journeys have been very different, they share the same goal of helping young people make safer, more positive choices.

The new content forms part of West Midlands Police’s ongoing #LifeOrKnife campaign, which encourages young people, parents, carers and teachers to have open conversations about knife crime, understand the risks of carrying a knife and access support before lives are changed forever. The campaign aims to highlight that carrying a knife does not offer protection - it increases the risk of serious injury, loss of life and devastating consequences for families and communities.
 

Superintendent Dave Sproson, said: “Knife crime continues to have a devastating impact on individuals, families and communities across the West Midlands. Through our #LifeOrKnife campaign, we’re committed to having honest conversations with young people about the reality of carrying a knife and the life-changing consequences it can have. Campaigns like this, featuring people with genuine lived experience alongside positive role models such as Bobby-Ray, are incredibly powerful because they show there is always another path to choose.

“Education and prevention are just one part of our approach. Our dedicated Project Guardian teams work every day to tackle serious youth violence, disrupt those carrying weapons and take dangerous knives off our streets. Alongside targeted enforcement, we continue to work with schools, youth organisations and community partners to help young people make positive choices before they become involved in violence.

“If you’re carrying a knife, we’d urge you to think about the consequences - not just for yourself, but for your family, your friends and your future. It’s never too late to make a different choice. You can safely dispose of a knife anonymously at one of our weapon surrender bins across the West Midlands. By removing that weapon from our streets, you could help prevent another life lost.”

Superintendent Sproson continued: “The message from this campaign is simple: carrying a knife doesn’t make you safer. It increases the risk of someone getting seriously hurt or losing their life. We want every young person to know there are people who will listen, support them and help them choose a different direction. Together, through enforcement, education and community partnerships, we can reduce knife crime and make our neighbourhoods safer for everyone.”