We gave young people a moment to pause.
Brand
Designing for better decisions.
Young people often understand the consequences of violence. What they don’t always have are the tools to manage the emotions behind it.
Violence Reduction Alliance had developed new emotional regulation guidance – Where Will It End?
But guidance alone doesn’t change behaviour.
So, we turned it into an experience.
- The challenge
Breaking through and breaking patterns.
Young people are bombarded with messages and have limited attention. To land, this campaign needed to feel real, relevant, and worth engaging with.
The work had to:
- Cut through crowded digital spaces
- Reflect lived emotional experiences
- Lead young people toward practical tools – not lectures
- The strategy
Make the moment of choice visible.
Grounded in behavioural science and co-production, we built a youth behaviour change campaign around a simple but powerful idea:
Pause. Reflect. Choose.
Inspired by video games, the campaign placed young people in control – inviting them to explore consequences, confront emotions, and ask themselves:
Where will it end?
Nothing preachy or abstract. Just a moment that mirrors real life.
- The output
01.
A bold, youth-led identity
A story-driven campaign film
Channel-first content
Clear pathways to support
- The impact
Over 1.3M impressions on Snapchat
Over 220K impressions on TikTok
Over 15K clicks on Snapchat
What we did.
- Behavioural research & insight
- Co-production with young people
- Campaign strategy & creative
- Multi-channel activation
Why it worked.
Because it respected the audience.
Not telling young people what to do – but helping them see their choices more clearly.
Behavioural science made it effective.
Co-production made it credible.
Creative storytelling made it stick.