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.