Old campaign
Working together, MCBD and MediaCom developed a three-year strategy for engaging streetwise black males, aged 14–24, in selected London boroughs. Using the rallying cry “Stop the guns”, communications dramatised the devastating effects of gun crime, encouraged people to come forward with information and challenged the glamorous imagery surrounding guns. Creative media was central to the strategy, incorporating everything from petrol pumps to a music video. As a result of all this activity, calls with intelligence on gun crime were boosted by 86% and hundreds of thousands of young people were engaged with the campaign. Overall, there has been a sea-change in community attitudes, helping reduce gun crime in London by 15% since the campaign began
New Campaign
The interactive, choose-your-own-adventure style A Different Ending was the only campaign to experience growth on the Chart this week, increasing over 100%, and taking second place. The anti-violence campaign drops you into the life of a British teenager on the verge of making a series of life-altering decisions. Do you listen to the devil on your shoulder and take the knife, or do you play nice and leave it at home? 51% of viewers preferred to play dirty.
The viral video
Can you guess which ending I chose?
The Youtube page http://www.youtube.com/user/adifferentending
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