AMV BBDO lets you choose your path in combating knife crime

When I was in London last year, I was taken aback by the number of news reports and PSAs about town regarding knife culture, where stabbings seemed to be spreading like an airborne virus. It was quite unsettling, since it’s a violent act that involves direct contact with the victim, and I couldn’t imagine it being that widespread.

As bizarre an epidemic as it seems, it’s very real and it claims the lives of many young Brits. London’s acclaimed Abbott Mead Vickers BBDO has stepped up on behalf of the Metropolitan Police , creating a first-person multiple choice YouTube video where viewers click on buttons in the video to decide whether or not to bring a knife with them before going out with friends.

The choice leads to more options, like a grim “Choose Your Own Adventure” book, and it’s very interesting to go back and watch the various possibilities. Which ones end in violence? Which ones end peacefully? I’ll leave that up to you. Regardless, it’s a great way to use the YouTube medium; until now I don’t think I’ve ever clicked on anything that popped up on a YouTube flick.