The Metropolitan police are using a law called Joint Enterprise to tackle the problem of gang violence in London. Joint Enterprise means if you're involved in a fatal attack you don’t have to wield the weapon to be guilty of murder. Teenagers need to know about this law because one seemingly small action can have the severest consequences. We wanted to target teenagers on the periphery of gangs and make them think twice about getting involved in any form of gang violence. These kids are more likely to listen and subsequently disrupt the deadly chain of events that lead to a murder.

We created a fictional 'whodunit' and invited viewers to hunt for the killer on a Facebook page by asking them 'Who killed Deon?'. By watching each video, the viewers discovered that each suspect had a role to play in the murder. Everyone involved was then charged with murder because in this whodunit, everyone gets charged with murder. The films were shot on a London estate, using a mix of local kids and actors. An unbranded online campaign drove the audience to a Facebook page. This was supported by unbranded TV and radio trailers. A poster campaign appeared on estates and youth centers, and an ambient campaign appeared on the streets themselves. Finally, all the points of view were combined to create a short film, which was shown in south London cinemas.

The results •8 films - 50K•ROI of 1:6•“Liked” by 50% of viewers at its peak. 5 times the average of all Facebook campaigns •An average dwell time of 8 minutes •An engagement level 6 times higher than the average for all Facebook campaigns