Almost Ready, Guys. Just Tryin' to Decide if It's a Kitchen Knife Day.
Through the magic of YouTube, Choose a Different Ending walks you almost seamlessly through a tense scenario between street kids. As it progresses, you get to decide what happens next and how you -- as a character -- will react.
The choose-your-own-adventure model's been used before, notably by Twix, but not this well or for this provocative a cause. We were surprised by how the experience captured our curiosity -- and also by a lot of the endings. (When you elect to talk things out, it's rare that you expect to be gutted like a fish.)
Crucially, the phrase "Choose a different ending" appears after your decisions have all played out, inviting you to both play again and think about the ramifications of packing a weapon.
Part of Drop the Weapons, a collaboration between London's Metropolitan Police Service and the CrimeStoppers.
Topic: Best, Campaigns, Cause, Video