We used Facebook to host a fictional ‘whodunit’ to educate our audience about Joint Enterprise and make them think twice about getting involved with gang violence. An unbranded campaign directed the audience to a Facebook page were they could hunt for the killer by watching the videos of six different suspects. Viewers then 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. We didn’t want to switch our target audience off with an educational message from the Metropolitan Police. Therefore, an unbranded TV, DVD, Poster, Online, Radio, and Ambient campaign was used to drive the audience to a Facebook page. There, our audience could watch the six suspect’s videos. Facebook then provided a place where our target audience could discuss the law and then pass on the videos to their friends.

•An engagement level 6 times higher than the average for all Facebook campaigns •“Liked” by 50% of viewers at its peak. 5 times the average of all Facebook campaigns •59% of respondents took out ‘You can be charged with murder even if you did not actually kill someone’.•An average dwell time of 8 minutes •At its peak, an average of 250 comments a day