The Met has brought out a new anti-knife campaign (the weapon of choice for most hoolies in this non-gun society of ours): it uses the videogame medium to get the message across, ending with the tag line CARRYING A KNIFE: IT'S NOT A GAME.
The site is top quality, and the video is extremely well produced. The message, I think, is excellent. The target audience is clear - urban hoodie-wearing kids (popularly demonised in the UK on a regular basis). I think it could have a pretty strong impact on kids - it'll certainly speak to them... yup, I think the Met's being very clever here. Jeez, there's even a PSP version of the vid!
At the same time, I'm sure there will be fears that this may (again) undermine videogames as a valuable cultural medium, reducing them (again) to killing-simulators. It's tricky, having this side-by-side comparison of gritty real life with a fictional gritty urban "game". Do you think folk will draw more conclusions from this that games are teaching kids to knife each other? Or was it chosen because games are an ideal cultural medium to teach a message?