Using YouTube to Fight Knife Crime

You have to experience this campaign in order to understand it, so once you read this, please watch the video. This campaign was done for the London Metropolitan Police. It’s called “Choose A Different Ending” and as the name suggests, it’s an interactive film that allows the viewer to decide what happens next. For example, in the picture above, you have to decide: take a knife to school, or leave it in the kitchen.

It encourages you to think about your choices which obviously is a good thing, but I'd love to learn more about the campaign's impact. I contacted the agency behind it (AMV BBDO) and will let you know if I learn anything new. If you have any thoughts or information, please let me know. I think that the creative is brilliant. I'd like to find out how it affects people. Here's the link to the video again.

This is part of my good buzz tour. I'm in Hamburg today to give another talk. Next stop - Stockholm.