The Metropolitan Police: Knife Crime - Choose A Different Ending
Abbott Mead Vickers BBDO
SUMMARY
Our idea was to create a totally new way for London’s police force to engage London’s most troubled teenagers about the problem of knife crime. It involved producing a completely new kind of film which encouraged young people to think about, and talk about, the decisions they made and the consequences that resulted.
The Metropolitan Police’s ‘Choose a different Ending’ campaign achieved something remarkable by getting kids to open up about the highly sensitive and secretive issue of youth knife crime.
Through a series of...