A knife is the most common weapon used in killing youth in the UK, four out of ten youth killings have used the weapon in perpetrating the crime. Part of the reason for the prevalence of knife attacks is that many youths carry them believing that its going to provide them with some protection. To tackle the issue, and to dissuade the youth from carrying knives for protection the Metropolitan police (London, UK) and AMV BBDO collaborated with the UK’s central Office of Information to run the “Choose a Different Ending” Campaign. A series of hard-hitting interactive videos and a website that reach out to youths in their own environments.