Choose a different ending
Young people at risk of getting caught up in violence are being urged by the MPS to visit Youtube to watch a series of interactive films - 'Choose a Different Ending' - which are the centre of its latest anti-weapons campaign.
The campaign, which runs from 21 November to 24 December, also features radio partnership activity with Kiss and Choice (including DJ advertorials, promotion on their websites and newsletters); traditional radio spot ads exhorting young people to 'search online for choose a different ending'; 30 second film trailers on all of the MTV channels and display adverts on a number of platforms such as Facebook, MSN Messenger, Spotify and Vidzone (Playstation 3 platform).
Police officers on boroughs have also been supplied with a range of impactive posters/postcards for distribution to pupils to promote the activity locally among the target audience via schools and Safer Neighbourhoods teams.
Choose a Different Ending asks viewers to make decisions in relation to various scenarios relating to a fictionalised knife crime incident and learn what outcome those decisions have.
It aims is to encourage the target audience (13-15-year-olds) to learn more about the dangers and consequences of carrying a weapon and to increase public confidence and understanding of the MPS work in tackling serious youth violence.
For more information, search online for Choose a Different Ending.
- Choose a different ending
- Choose a different ending Thirty-second advert aired on radio
- You have choices advert First of two Choice FM adverts
- Where will you be at the end of today? Second of two advertorials aired on Choice FM
- Kiss House Party Advertorial: Didn't take the knife Last of three advertorials played on Kiss FM
- Kiss House Party Advertorial: Took the knife Second of three advertorials played on Kiss FM
- Kiss House Party Advertorial: Intro First of three advertorials played on Kiss FM