The people we love
Comprehensive social media and ambient campaign for Merseyside Police. Our core insight was to make a geographically specific audience of vulnerable 10-16 year olds aware of the consequences of their actions in relation to gun crime.
We filmed a series of scenarios with their likely outcomes and shared them via outdoor, web, mobile and facebook to prompt dialogue about the causes and effects of gun crime.
www.tough-call.co.uk
Tweet
Loud noise
Merseyside Police wanted to make young people more aware about the dangers and consequences of gun crime. Much was at stake for people living in communities affected by gun crime, including young people aged 10-16 vulnerable to becoming involved in it.
Action stations
To motivate people to take a stand against gun crime in their community, the campaign needed a clear and easy-to-understand message, encouraging people to be confident that Police are tackling gun crime in Merseyside. Already working with Merseyside Police, Origin devised a campaign targeting a specific demographic group within a defined geographic area of Merseyside.
Tough call
We created a microsite and devised a Facebook strategy to support the launch of a film called ‘Tough Call’. Scratch cards and Christmas cards directed people to the site. Four months in, the campaign has 800 Facebook followers engaged in dialogue about the causes and effects of gun crime. The Tough Call Facebook page has already recorded 39,665 post views.
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