A multi award-winning anti-knife crime campaign aimed at 13-15 year old boys in London. Filmed from the point of view of a teenage boy, Choose a Different Ending allows users to interact with a series of films on YouTube to decide what happens next.

The campaign aims to dispel the myth that carrying a knife gives you protection and provoke young people to think carefully about their decisions by showing them the various consequences of carrying a knife.

The film was promoted through advertising across relevant online sites, MTV channels and radio stations.