Research & exploration
Days 1 - 7
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Recognise audience insight
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Quantify Learnings
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Concept creative
This time would be used to familiarise ourselves with our audience and boost insight literacy. And to ideate three creative approaches to solve the problem of communicating and influencing our hard-to-reach, low-trust audience.
Days 8 - 12
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Team engagement
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Stakeholder buy-in
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Creative production
Sharing creative works with senior stakeholders to gain buy-in for our preferred creative solution. With B and C options ready to present if rejected.
Pending approval, begin creating campaign collateral masters to sign off, before regional and local versioning.
direction & production
Days 13 - 14
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Legal sign-off
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Agency delivery
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D-Day
Final sign off of creative works and delivery to agency distribution partners for social.
sign off & delivery
Digital Campaign : 2025
Safer Streets
Modern Policing had a problem. Low public trust and reduced numbers was affecting the Police Forces to deliver a quality service and build meaningful relationships within their communities.
Independent Insight data gathered at the start of Keir Starmer's parliament, showed that ‘visible policing is the strongest deterrent to crime’ and is a vital part in building public trust in policing.
As such the government set out to launch it's Neighbourhood Policing Guarantee. This guarantee is set to deliver 13,000 additional officers, PCSOs and special constables in neighbourhood roles across England and Wales.
The NMU was tasked with the creation of a digital campaign to coincide and support a Home Office-led announcement.
This campaign needed to reach low-trust audiences across England and Wales, engage with them in a way that felt A-political and honest, and to educate and inform them of the changes coming to their community police force.
The campaign – Phase 1
As the Head of Design, It was my responsibility to deliver an end to end service for the ideation, creation and delivery of campaign collateral. Interpreting our comprehensive audience segmentation data to tailor content for impact and engagement, whilst working in unison with the campaigns strategic delivery and budgetary spend.
The time allocated for delivery was a fortnight. Senior stakeholders within the government were keen to see the immediate success of the New Media Unit. Success measured on it's ability to deliver.
In order to meet these requirements, I structured the project into three stages with date stamped progress requirements.
spoilers
The campaign as a whole performed well with an average 3% CTR across Meta, above average for the Meta platforms.
Public polling also noted a 2% point increase in positive sentiment toward the police following the 6 week campaign run.
Roadblocks
As a brand new organisation delivering it's fledging campaign. There were a number of operational roadblocks in place.
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Limited staffing resource
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No audio licensing capacity
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No stock video or photography licensing capacity
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No formalised campaigns process
From the very start, the campaign was going to be a challenge. Limited resource and protracted timelines, demanded creativity as a problem solving tool to deliver on time.
Immediate engagement was needed with the Home Office and by their extension, the police. To secure filming opportunities with local police forces around the country.
