The Metropolitan Police wanted to communicate that carrying knives was not a good choice. A series of films was created for Youtube enabling viewers to choose what happened next. Carry a knife? Go to a party? After experiencing the consequences, viewers were invited to ‘Choose a Different Ending’.The response was 78% awareness, the highest ever for a Met campaign, and to date, 2,652,012 views. I am very impressed that the police embraced social networking and pulled of an amazing campaign.
Mencap - Work closely with the police and other organisations to end disability hate crime. You can find out more about disability hate crime on Mencaps website at http://www.mencap.org.uk/campaigns/take-action/stand-me