The response: -Average viewer engagement of nine films-Average rating of 4.6 out of 5 -80 YouTube comments a day -Awareness of 78% - the highest ever for a Met campaign-2,628,350 views

A YouTube film campaign used Annotation Technology to enable viewers to choose what happened next. Carry a knife? Go to a party? Stab an opponent?

After experiencing the consequences of their choices, viewers could ‘Choose a Different Ending’.

21 films, ten different endings.Seeded online, the campaign appeared unbranded, employing social media, search, in-game posters and blogs.

Teenagers were carrying knives believing they offered protection. The Metropolitan Police wanted to communicate that the reverse was true.