This campaign highlighted the consequences of carrying a knife.It challenged attitudes and supported the interactive Met Police videos on Youtube.

Each video gave viewers a choice and our radio campaign helped bring these choices to life.The first ad in break posed a question and put the listener amongst the action. The final ad in break then drove listeners online to watch the consequences of their decisions.We broadcast on Choice FM, an urban station, at times when listeners weren't with their parents and left the ads unbranded, so that the Met Police name didn't affect the message.