CorpComms Magazine

The Metropolitan Police scooped the Grand Prix at the inaugural CorpComms DigiAwards Monster Digerati Party, taking home the coveted monster trophy at the first awards celebrating best use of digital media in communications. It was a well deserved win for the highly impactful 'Choose a Different Ending' campaign created by Abbott Mead Vickers BBDO, which dramatises the consequences of carrying a knife.

Seeded unbranded on YouTube and by mobile, the campaign consists of a series of interactive videos shot through the eyes of a teenager on a council estate, following him as he makes decisions about whether or not to carry a knife, and whether or not to use it in a fight with a local gang. At the end of each clip, the viewer must make the next choice for him, leading to subsequent clips, until eventually he could risk arrest and imprisonment.

The intention of the campaign was to engage and spark debate rather than broadcast a warning. It worked, with viewer watching an average of nine videos per viewing. Unprompted, the target audience began to discuss their choices and outcomes. They were often surprised to discover that the Metropolitan Police was behind the campaign.

With over 2.7 million video views and 80 comments posted per day at the peak of the campaign, the judges thought the volume of engagement with the target audience was fantastic. 'The creative approach and production is spot on for the audience,' said one judge. 'The campaign showed the Metropolitan Police to be in tune with modern channels and willing to try new technology.'

Another judge conceded that there were many fantastic winners across all categories which could have deserved the Grand Prix. 'But when you consider what the Met Police were trying to achieve, and the impact their campaign has had, it has to be them,' he said.

Click here to see the YouTube channel

Click here to go to the Drop the Weapons campaign website

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