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<p>The #knifefree campaign has delivered over 266m impressions on social media over
multiple bursts of campaign activity since launch in March 2018.</p><p>This figure
represents the number of times the adverts have been delivered to young people on
social media (twitter, instagram, snapchat) giving the opportunity to see them. However,
it does not represent the number of people who have actually seen the adverts; impressions
are not unique and adverts may be delivered to people multiple times over the campaign
periods.</p><p>Advertising has run across a range of channels including outdoor posters,
online videos, digital audio and social media. We have estimated reach figures for
the #knifefree campaign activity; with each burst of paid media estimated to have
reached 6 million 15-24 year olds, achieving millions of views of our campaign videos.
This is an estimation based on media planning tools across all channels.</p>
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