Young people at risk of getting caught up in violence are being urged by the Metropolitan Police (Met) to visit YouTube to watch an interactive film that sets out the consequences of carrying weapons. The film ‘Choose a Different Ending’ is the centre of the force’s launch for the latest anti-weapons campaign, which also features advertisements on targeted TV channels and radio stations, as well as digital platforms….
The campaign has been running since Monday 21 November with the film unbranded on YouTube and with search mechanisms on MSN Messenger, Hotmail, Facebook and other channels. Officers on boroughs who work in schools have also been supplied with a range of posters and postcards for distribution to pupils.
The campaign will run for a total of five weeks, until Saturday 24 December.
The film asks viewers to make decisions in relation to various scenarios relating to knife crime and what outcome their decisions have.
It aims is to encourage the target audience (13 to 15-year olds) to learn more about the danger carrying a weapon can put them in and to increase public confidence and understanding of our work in tackling serious youth violence.
Although the vast majority of young people are not involved in criminal activity, the Met say they are determined to continue to relentlessly target the small minority who do carry or use weapons.
The Met’s Operation Connect Unit is also involved in tackling gang-fuelled violence through enforcement and intervention, working with local statutory and voluntary partners to help those who do want to exit the gang violence.
Commander Steve Rodhouse, lead for the MPS on serious youth violence, said: "The Met’s anti-weapons advertising campaign uses a hard-hitting interactive film to help teenagers realise they can make a positive choice to avoid getting involved in youth violence.
"Young people who carry weapons often tell us it’s for their own protection – but the harsh reality is that picking up a knife or gun puts them more at risk of injury and death.
"Reducing youth and gang-fuelled violence is one of the Met’s top priorities – but others need to play their part in tackling this complex problem. Parents and carers of young people need to be wise to where they are, who they are with and if there are any knives missing from home.
"We want to hear from anyone with information about the carrying and use of weapons on our streets, and I would urge young people to search online for ‘Choose a Different Ending’ to find out more."
