Interesting and interactive use of Youtube in the fight against gang related violence (knives in this instance), as part of the Drop The Weapons initiative. You decide how the story unfolds...
Like the acting and the way it's shot - feels more real than a lot of stuff in this area.
And the interactivity works well.
For me, the fact that the different elements are all pretty short is key - avoids the 'life's too short' response you often get with this kind of idea (Shelter did something similar last year which was soooooo loooooong you ended up wanting everyone to die rather than sort out their housing problems - it's no longer on line, but you can see the first part here).
Will it work?
Don't know, based on our work in this area.
The interactivity is good, and may get people playing around (how many people can you stab!), learning stuff as a consequence (4 years for carrying a knife).
But the narrative is just tad obvious ('should I take the knife?' hmmmm, what do you think?), and could just come across as patronising as a consequence.
Or not.
