Challenge

Engaging young adults regarding any topic can be a challenge on any media channel. Our task was to encourage young people to be aware of drug issues and also the increase in the incidence and theft of mobile phones.

There was also a campaign to increase the awareness of and how to reduce the risk of burglaries.

With such an emotive series of topics we needed a media plan that delivered an efficient and effective campaign in an environment that would generate maximum levels of communication and understanding.

Strategy

We were fortunate in having precise data on the key target areas where the crimes were most prevalent. We needed to ensure the messages were displayed prominent but with a clear concise message to drive home the core issues.

We wanted to use the appropriate media channels that hit the target audiences efficiently but also when they are most likely to accept the messages which were being being delivered.

A creative balance was needed between the message, the potential danger of an authoritative message and the emotive nature of the subject.

Solution

 By using interior panels on buses in the specific areas of Birmingham being targeted and trying to encourage young people to look after their phones we helped drive the audience to the a website resource where more detailed advice and information was available.

We also used selected Phone box advertising (Streettalk) in areas where they had experienced drug problems.

By also using rear panels on buses, the interior panels on trains and buses we managed to raise awareness of the risks of leaving their homes in a state that looked like they are unoccupied.

Results

The campaign delivered the specific messages in the right geographical areas. The clarity and simplicity of the creative ensured that the target audiences were exposed to the campaign with very little wastage.

Public sector finances mean that the best possible rates and best value were vital and because we buy media at the best possible rates and with the maximum added value we ensured a successful campaign.