Targeted specifically at young people, ‘Choose a Different Ending’ gives the viewer a series of scenarios and at various points, asks them to make hypothetical decisions, like whether or not they should take a knife when leaving the house. Depending on which option has been selected, the video continues, showing the viewer the potential consequences of that decision.
The video went live on 6 July last year as part of Operation Blunt 2, which aimed to discourage the carrying of knives, encourage the reporting of knife crime and increase awareness of the consequences of carrying knives, particularly among young people.
Helped by TV and radio advertising at its launch, the video has now had 2.7 million net views in the 12 months since the campaign went live.
Head of Publicity, Stephanie Day said: “Choose a Different Ending is a great example of communicating with a target audience in a relevant way to them. The level of interaction with young people who posted comments on the You Tube channel shows that we have communicated in a credible, engaging way and that the message has been received positively.”
To watch the video, visit: www.youtube.com/adifferentending