London teenagers were carrying knives in the mistaken belief that they offered protection. The Metropolitan Police wanted to communicate that the reverse was true. A series of films was created for YouTube using annotation technology, enabling viewers to choose what happenednext. Carry a knife? Go to a party? Stab an opponent? After experiencing the consequences of their choices, viewers were invited to ‘choose a different ending’. For the film, and for their life. In total there were 21 films and ten different endings. The response was 78% awareness, thehighest ever for a Met campaign, and to date, 2,628,350 views.
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