Metropolitan Police: Choose a different ending

The Metropolitan Police, London's police force, needed to reach out to teenagers about the growing issue of knife crime.

Metropolitan Police: Choose a different ending

Tom WhiteAbbott Mead Vickers BBDO

SUMMARY

‘Choose a different ending’ proves conclusively how great planning can produce great creative work.

Our task was to help the Metropolitan Police reach out to teenage Londoners about the growing issue of knife crime.

This campaign’s huge success was assured by the fact that planning never really let go of the idea.

We understood that the Met needed to take a new approach to their communications, and that this meant creating a real and honest dialogue between London’s Police and its most troubled young people, not talking...

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