Choices – The Good, The Bad and The Ugly was developed by the Department of Justice Victoria in partnership with Utility Creative to address rising levels of weapon-related violence among adolescent males aged 12–16 in Victorian secondary schools. Building on the success of the Knives Scar Lives campaign, the program used interactive role-play, relatable role models and active learning to encourage positive decision-making, conflict avoidance and greater awareness of the consequences of carrying weapons. The initiative was highly effective, achieving strong message retention among participants, generating statewide media coverage across The Herald Sun, The Age and 3AW, and securing support for future program expansion.

The Department of Justice needed an effective way to engage young males in high-risk communities and influence behaviours before they escalated into violence. The program needed to promote better decision-making, raise awareness of weapon-related laws and penalties, and resonate with a demographic known to act impulsively and emotionally. Traditional educational approaches were unlikely to deliver the required level of engagement or retention.

Utility Creative collaborated with adolescent behavioural expert Professor Julian Bondi from RMIT to develop an evidence-based intervention centred on active learning. The team created Choices – The Good, The Bad and The Ugly, an interactive role-playing experience where students explored realistic scenarios, consequences and decision-making pathways alongside trained facilitators and role models. The program was piloted, refined through focus testing and supported by a broader engagement strategy that included branded materials, an online portal and ongoing interaction with participants beyond the classroom. Championship boxers Sam Soliman and Samuel Colomban were selected as relatable role models who could share personal experiences and reinforce key messages.