Breakin Da Mould Knife Crime Campaign is a project aimed at educating the Midland’s youth about the dangers of carrying knives, through urban music.

Headed by three talented record producers, the campaign is raising money to fund the broadcasting license for a new local radio station. A donation will be made to Victim Support, a charity that helps victims of crime and their families to cope with their experience.

Dalton Headley, Kalvin Haymen and Brett Campbell form ‘Breakin Da Mould Records’, a small Coventry based record label with only a dozen artists. Money will be raised through sales of an album about knife crime, performed by local school children.

Project Manager, Brett Campbell comments, “In the process of performing the song the children involved take on board the message.

“We are addressing knife crime by educating the age range most at risk and then getting them to pass it on, which they ultimately do by performing and promoting the song”.

Coventry RFC was approached by Breakin Da Mould a short time ago as they wanted help to raise the profile of their campaign in the City. Staff at the club recognised the great potential of the campaign and the support they could give it, having won the AIMS award for reducing crime in the city by 2% last year.

Coventry RFC Marketing and PR Executive, Lauren Alewood comments, “It is important for local businesses to support amicable projects such as these. The enthusiasm of the organisers is overwhelming; they are doing a fantastic job, for a brilliant cause and Coventry RFC are only too happy to do what we can to help”.

At the end of this week, the school choir of Grace Academy in Woodway Park will be recording the first single, ‘Stop’ with Coventry rap artist, Mousie, which will be released on December 4th.

The campaign does not stop here however, for the second leg, Breakin Da Mould will be setting up workshops for children to learn how to create and market their own music. The record label is also looking for other schools to record an album for national release next year.

Look out for the Breakin Da Mould Knife Crime Campaign logo around the city and go down to Zavvi in Coventry City Centre, Wednesday 19th November at 5.30pm to see a live performance of the new single.

Ends.

Press enquiries:

Lauren Alewood

Coventry RFC Limited