Every Action Counts is a campaign with the Staffordshire Police, Fire and Crime Commissioner, aimed at tackling anti-social behaviour and reassuring communities across the county.
On a mission to tackle anti-social behaviour across the county, Staffordshire’s Police, Fire and Crime Commissioner needed an impactful and effective behaviour change campaign.
The aim of the campaign, named Every Action Counts was to target specific issues that were impacting various locations around Staffordshire. Including, Burton-Upon-Trent, Stafford Town, Newcastle-Under-Lyme, Blurton & Longton West, Hanley & Etruria.
Working closely with Staffordshire Police, a range of county wide council bodies and local businesses, we were given an extensive view of the anti-social behaviour occurring throughout the county. The information gathered during this process only reinforced the campaign goals and objectives.
Once campaign aims were established, they required further consideration, depending on the areas in which the campaigns were being rolled out in. For example, with one campaign aim to increase reporting, we knew it was essential that the individual reporting details and guidelines were tailored to each area, depending on their council and police teams, and systems already in place.
The goals of the campaign were born from the issues taking place, which resulted in three predominant aims for our communications and messaging:
We conceptualised assets for the graphics based on colours with the biggest psychological impact, what fonts are most captivating for our target audiences, and what messaging is likely to have the greatest affect. All ideas, whether used in the final campaign or not, allowed us to build strong options and narrow-down concepts until the final result hit the nail on the head for every area and goal.
Once we reached the initiation phase, we rolled out our finalised and approved campaigns, which included:
The Proud Campaign – Targeting those displaying anti-social behaviour and making them question whether their actions would make their loved ones proud. This campaign played on the emotions of individuals to incite change.
Neighbourhood Reporting Campaign – Aimed at residents, encouraging them to report cases of ASB if they are witness to it in their area. This campaign was heavily informational and provided all knowledge needed for residents to take action.
Business Support Campaign – Similar to the above, this campaign was aimed at businesses in the local areas. The campaign was to encourage them to report cases of ASB, provide reassurance and give support. Again, this was informational.
PSPO Campaign – Targeting a range of people including those displaying anti-social behaviour, businesses, and residents. The aim of this campaign was to spread awareness on Public Space Protection Orders in the areas they are enforced. This campaign educated people on the terms of a PSPO and the consequences of breaching one. This also equipped the general public with the tools to effectively report breaches of the PSPO if they occur.
Night-Out Campaign – Targeted towards those who are likely to enjoy a night-out drinking, we used emotive messaging to deter them from committing ASB and facing the consequences.
All campaigns within our overarching strategy succeeded in reaching their target audiences, with the Proud Campaign alone achieving over one million views across social media, billboards, screens and posters displayed in key locations.
The Neighbourhood Reporting campaign was also far-reaching, with informational material being directly delivered to over 5000 households in Staffordshire, and viewed by almost 450,000 individuals in public spaces. The effective distribution of this instructive content contributed to the ‘Report Anti Social Behaviour’ portal ultimately becoming the most clicked page on the campaign’s website, which was a primary goal for our client.
Since the completion of the Every Action Counts campaign, residents and key stakeholders have reported a significant reduction in anti-social behaviour in and around their local areas, as well as increased public awareness among communities. Feedback from local businesses was also positive, with many praising the effectiveness of the Reporting campaign in particular, along with the impactful messaging and imagery and its ability to engage the target demographic.
All campaigns were adapted to specifically target the issues occurring in each town. This resulted in a total of 12 different campaigns that work together seamlessly to aid the overarching campaign named ‘Every Action Counts’.
Each campaign was implemented across several different channels, including: