This is great stuff. AMV BBDO UK has created an interactive YouTube campaign that lets people see the consequences of taking/not taking a knife out in public:

The scenarios are executed really well. The youths act realistically. And there are some pretty grim outcomes. I can definitely see young folk playing around with this. My only beef with this is that the comments seem to be full of things like this:

If he didn't have a weapon, he would have got beat the fuck up, chest stab - win

if you didnt have the knife and he did then its game over, its better to at least have a chance..

lol they basicly just told us to twat him or we get shanked!

There's always going to be young males who want to act brave though. No matter what the consequences are. But I really like the way this campaign actually lets people be in the shoes of someone. And the interactive element works well for this kind of pacing and story-telling.