Metropolitan Police: Choose a different ending

Tom White
Abbott Mead Vickers BBDO


‘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 down to them.

And we saw – by way of a crash course in neuroscience - that the key to breaking down barriers was to reflect the reality that knife crime is all about helping young people make choices.