You call the shots in U.K. knife-crime videos

With stabbings on the rise in England, the Metropolitan Police turned to AMV BBDO for help, and the agency produced this pretty interesting "Choose your own adventure" YouTube campaign. The videos place the viewer within a pack of friends hanging out; at the end of each clip, you're asked to make a decision on how the plot should unfold, which then takes you to the next video. The idea is to show young people what knife violence really looks like—though judging by the crime statistics, they already know full well. The YouTube statistics might be telling as well, with 166,000 people so far choosing the "Take the knife" option at the end of this first video, versus 162,000 people choosing "Don't take the knife."

—Posted by David Kiefaber

See also:
Graphic British ads aim to slash knife crime
D&G's knife-wielding models in bad taste?