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VRA Campaign Digital Asset - it reads 'Master your emotions like a pro.'

Case Study.

Violence Reduction Alliance

Violence Reduction Alliance (VRA) had identified a significant insight from their research: while many young people understand the consequences of violence, they often lack the tools to manage their emotions, leading to harmful behaviour patterns.

VRA were developing new emotional regulation guidelines titled ‘Where Will It End? and needed a compelling campaign to bring it to life. Our task was to craft a resonant brand and campaign that would not only reach the intended audience but inspire real, positive behavioural change.

The Brief

VRA were creating essential guidelines for young people around emotional regulation, yet lacked the strategy and assets to effectively communicate them. With support from Staffordshire’s Police and Crime Commissioner, they engaged us to create a campaign that would:

  • Capture attention in an oversaturated digital landscape.
  • Resonate with young people by reflecting their experiences and emotions.
  • Drive engagement with the “Where Will It End?” resources and encourage long-term behaviour change.

 

The challenge was clear: young people are constantly bombarded with messages and have limited attention spans. We needed a campaign that was both instantly engaging and deeply meaningful.

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The Solution

Our approach drew on a proven blend of behavioural science, co-production methodologies, and agile creative delivery. We began with in-depth secondary research and applied behavioural science frameworks to inform campaign direction. The resulting idea: educate through storytelling using a bold, immersive creative theme.

We developed a video game–inspired campaign that placed young people at the centre of the story. It gave them control – inviting them to explore consequences, confront emotions, and ultimately ask themselves: Where Will It End?

 

Key deliverables included:

Brand and Messaging 

  • Co-designed the ‘Where Will It End?’ brand identity in collaboration with Staffordshire Youth Union.
  • Developed campaign messaging to reflect young people’s reality while promoting hope and agency.

Campaign Assets

  • Main campaign video, filmed with professional actors from Stagecoach Uttoxeter and Defy Gravity Studio, produced in collaboration with AVIT.
  • Teaser trailers and short-form content for social and digital.
  • Posters, OOH, and digital screen graphics across Staffordshire.
  • Partner packs for use in schools, youth centres, and community clubs – offering educators tools to facilitate emotional awareness sessions.

Media Delivery

  • Strategic rollout of paid media to target young people in key locations and across digital platforms.
  • Campaign hosted on the VRA website, directing viewers to download and use the emotion regulation guide.

Why this approach?

By embedding behavioural insights into every layer of the campaign, from co-produced messaging to immersive storytelling, we ensured the campaign was more than just a call to action. It became a mirror for young people’s internal struggles, giving them permission and tools to reflect and grow.

Emotional Resonance:

  • The game-inspired format made the emotional journey engaging and relatable.

 

Co-Produced Credibility:

  • Working with young people built authenticity and trust.

 

Clear Pathways:

  • All content guided users toward practical tools for managing emotions.
VRA Campaign Digital Asset - it simulates a choice screen in a video game, asking whether to carry a knife or take a breath and talk to someone.

Implementation Process

The project spanned four months, with key phases:

Discovery & Research

Reviewed VRA’s existing work and applied behavioural frameworks to shape direction.

Co-Design Workshops

Collaborated with young people to create a brand and campaign they felt ownership over.

Production

Created high-quality assets through film shoots and media design.

Launch & Delivery

Rolled out campaign content strategically across Staffordshire with tools for partner support.

Campaign Video

Posters & OOH Ads

Teaser Trailers

Digital Screen Graphics

Partner Packs

The Results

The “Where Will It End?” campaign launched across Staffordshire in May and June and has already demonstrated significant impact:

  • Standout Visual Identity: A distinctive brand that speaks directly to young people.
  • Multi-Channel Reach: Engaging content deployed across digital, print, and community settings.
  • Scalable Model: The campaign is designed for adaptation and rollout in other regions – interested organisations are encouraged to get in touch..

 

This campaign showcases our unique approach to behaviour change: rooted in science, powered by co-production, and brought to life through creative storytelling. It’s an example of how meaningful campaigns can cut through noise, connect authentically, and make a real difference.

Snapchat

Impressions

Clicks

Snapchat

1,122,734

5,498

TikTok

125,362

624

YouTube

619

619

Snapchat

Impressions: 1,122,734

Clicks: 5,498

TikTok

Impressions: 125,362

Clicks: 624

YouTube

Impressions: 619

Clicks: 619

Snapchat

Impressions

Clicks

Snapchat

1,368,747

9,693

TikTok

223,092

982

YouTube

N/A

N/A

Snapchat

Impressions: 1,368,747

Clicks: 9,693

TikTok

Impressions: 223,092

Clicks: 982

YouTube

Impressions: N/A

Clicks: N/A

*Data acquired from Google Analytics