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MET’s “Choose A Different Ending” Campaign

BY Boon Koh
Published 3 December 2011

Knife crime in London has always been a thorny issue over the last few years. Personally, I feel that there’s been too much hype and media coverage – all major cities will see some degree of knife crime – and I don’t see London as being particularly endemic.

However, its good to see that the Metropolitan Police Service is still fighting hard to make London even safer and reduce knife crimes in the capital. Their latest campaign is an interactive Youtube video, which allows you to step into the shoes of a potential teenage criminal. Along the way, you make choices as to what to do next – do you bring that kitchen knife with you, or not?

By using digital channels such as Youtube and making it into a game rather than just a video, the Metropolitan Police is trying to connect and reach their target audience of young, male teenagers – who apart from being susceptible to peer pressure to carry knives, are also voracious Youtube users.

Through this Choose A Different Ending campaign, the MET hopes to get the message across that you have a choice, even before the fight starts, whether or not to carry a knife. Choose the right path, and choose a different future for yourself.

Check out the “trailer” below, or go to the interactive video story.