Gun Crime CIM Sub Doc.FINAL
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West Midlands Police<br />
<strong>Gun</strong> <strong>Crime</strong> Campaign<br />
2016<br />
GUNS - Tell us what you know, not who you are.<br />
OUR VISUAL APPROACH
West Midlands Police<br />
<strong>Gun</strong> <strong>Crime</strong> Campaign<br />
1. Aimed at Mothers:<br />
Graphic element -<br />
Partnership Teams told us a great way to communicate with<br />
black females in Birmingham communities was through nail<br />
bars and salons.<br />
The design featured a black mother’s hand set to imitate the<br />
shape of a gun.<br />
Typography -<br />
The typography built the style, look and feel of the campaign.<br />
It allowed us to use clever wordplay within the design.<br />
Helvetica Inserat LT - strong, clean, modern font selected making our<br />
message easy to digest and stand out in an outdoor environment.<br />
look and feel<br />
<strong>Crime</strong>stoppersUK.<br />
<strong>Crime</strong>stoppers<br />
Red nails gave visual link to nail bars yet emphasised danger,<br />
loss of life and the <strong>Crime</strong>stoppers branding.<br />
Social media ID tags<br />
SAVE YOUR SON<br />
GIVE UP THEIR GUN<br />
GUNS –TELL US WHAT YOU KNOW, NOT WHO YOU ARE<br />
CALL<br />
Colour scheme -<br />
Colours kept minimalistic and simple, only introducing red to emphasise<br />
danger, loss of life and the <strong>Crime</strong>stoppers branding.<br />
OR GO ONLINE CRIMESTOPPERS-UK.ORG<br />
Strapline -<br />
GUNS pulled out in red to highlight<br />
the core message and strapline.<br />
<strong>Crime</strong>stoppers is an independent charity.<br />
Call to action -<br />
Call to action was to contact<br />
<strong>Crime</strong>stoppers to encourage<br />
people to come forward with the<br />
confidence that they will remain<br />
anonymous.
West Midlands Police<br />
<strong>Gun</strong> <strong>Crime</strong> Campaign<br />
2. Aimed at Girlfriends:<br />
look and feel<br />
Typography -<br />
Strong, clean, modern font selected making our message easy to<br />
digest and stand out in an outdoor environment.<br />
It allowed us to use graphic icons within the font while able to<br />
retain campaign branding.<br />
GIRLFRIEND BOYFRIEND<br />
Put an END to gun culture...<br />
GUNS –TELL US WHAT YOU KNOW, NOT WHO YOU ARE<br />
CALL<br />
Strapline -<br />
GUNS pulled out in red to highlight the core message<br />
and strapline.<br />
Colour scheme -<br />
Colours kept minimalistic and simple, only introducing red<br />
to emphasise danger, loss of life and the <strong>Crime</strong>stoppers<br />
branding.<br />
Graphic elements -<br />
'Lipstick' and 'bullet' incorporated into design to give visual<br />
link to nail bars and guns.<br />
OR GO ONLINE CRIMESTOPPERS-UK.ORG<br />
Call to action -<br />
Our call to action was to contact <strong>Crime</strong>stoppers to encourage<br />
people to come forward with the confidence that they will<br />
remain anonymous.<br />
<strong>Crime</strong>stoppersUK.<br />
<strong>Crime</strong>stoppers<br />
<strong>Crime</strong>stoppers is an independent charity.<br />
Social media ID tags
West Midlands Police<br />
<strong>Gun</strong> <strong>Crime</strong> Campaign<br />
Storm Digiboard 96 sheet - A38M<br />
Outdoor media<br />
<strong>Crime</strong>stoppersUK.<br />
<strong>Crime</strong>stoppers<br />
SAVE YOUR SON<br />
GIVE UP THEIR GUN<br />
GUNS –TELL US WHAT YOU KNOW, NOT WHO YOU ARE<br />
CALL<br />
OR GO ONLINE CRIMESTOPPERS-UK.ORG<br />
<strong>Crime</strong>stoppers is an independent charity.<br />
GIRLFRIEND BOYFRIEND<br />
Put an END to gun culture...<br />
GUNS –TELL US WHAT YOU KNOW, NOT WHO YOU ARE<br />
CALL<br />
OR GO ONLINE CRIMESTOPPERS-UK.ORG<br />
<strong>Crime</strong>stoppersUK.<br />
<strong>Crime</strong>stoppers<br />
<strong>Crime</strong>stoppers is an independent charity.
Outdoor media<br />
12:43 Page 1<br />
Mega 6 Digital tower<br />
Bus Stop Adshel sites
mobile Adboards<br />
Mobile A-frame's in situation<br />
A-frames -<br />
Mobile A-frames placed in key locations submitted by Intelligence<br />
across the city known as ‘gang hotspots’.<br />
This included bars, clubs, shopping areas and restaurants where known<br />
‘gang affiliates’ were active.<br />
West Midlands Police <strong>Gun</strong> <strong>Crime</strong> Campaign 2016<br />
GIRLFRIEND<br />
BOYFRIEND<br />
Put an END to gun crime...<br />
GUNS –TELL US WHAT YOU KNOW, NOT WHO YOU ARE<br />
CALL<br />
<strong>Crime</strong>stoppersUK.<br />
<strong>Crime</strong>stoppers<br />
OR GO ONLINE CRIMESTOPPERS-UK.ORG<br />
<strong>Crime</strong>stoppers is an independent charity.
West Midlands Police <strong>Gun</strong> <strong>Crime</strong> Campaign 2016<br />
DAX Binaural Advert<br />
Social media<br />
• The region’s first binaural recording created in partnership with Global Radio.<br />
• Colours and styles kept the same as our outdoor advertising designs to maintain brand coherence.<br />
• 9mm gunshot used in the advert was fired and recorded in our own firing range.<br />
• The regional dialect throughout the advert, combined with the familiarity of the gun shot and the ability to individually target<br />
users using DAX, meant we were able to create an advert highly targeted to our demographic.<br />
Click here to listern to the DAX Binaural Advert
West Midlands Police <strong>Gun</strong> <strong>Crime</strong> Campaign 2016<br />
OUTDOOR<br />
ADVERTISING<br />
FACEBOOK<br />
12,526m<br />
OTS<br />
Opportunity to see<br />
DAX ADVERTISING<br />
372,700<br />
REACHED<br />
TWITTER<br />
110,022<br />
734,378<br />
Impact<br />
IMPRESSIONS<br />
99.30% Listen rate<br />
INSTAGRAM<br />
3,588<br />
VIEWS<br />
IMPRESSIONS<br />
3,000<br />
Business cards printed distributed
West Midlands Police <strong>Gun</strong> <strong>Crime</strong> Campaign 2016<br />
During the month WMP ran the campaign, calls to <strong>Crime</strong>stoppers about firearms<br />
intelligence saw an unprecedented rise,from<br />
Evaluation<br />
11CALLS IN APRIL 24CALLS IN MAY<br />
12,526m<br />
OTS<br />
Opportunity to See<br />
All 24 calls ended in ‘actionable intelligence’ meaning a search warrant<br />
was executed.<br />
Every £833 spent resulted in one call.<br />
before reducing to<br />
12<br />
the month<br />
after campaign<br />
activity ended.
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