A British official who promoted a limited response to youth crime says he has been attacked by those he sought to protect.

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Danny Kruger, who worked on Conservative Party head David Cameron's "hug a hoody" campaign, said he was punched in the face while trying to stop several teenagers from allegedly attempting to steal a scooter, The Times of London reported Friday.

The "hoody" campaign was focused on a softer approach to British youth crime, typified by perpetrators wearing hooded sweatshirts.

Kruger said when he and the scooter's owner attempted to stop the alleged thieves from taking it, they both were beaten.

"When we caught up with the pedestrians, we received between us a black eye (owner) and cut lip (me), and no moped," he said of the London incident.

The Times said Kruger's view of youth crime appeared a bit different following the incident.

"My main memory is the spit-filled mouth of the little rat-faced boy who punched me," the official said.