Four Clubs. One Goal.

Crime in Merseyside is a huge problem, the area comes third on the crime rate index for major UK cities. The challenge that the client faces is empowering people to come forward and report crime. With this campaign we wanted to create a sense of trust within the public that is it ‘OK’ to come forward and report crime to Crimestoppers. This initiative was unusual in that our target was to appeal to each and every person in Merseyside, and that meant we needed to focus on an area of consensus. We identified the one thing connects all of Merseyside, Football, with most people identifying with one on the four major clubs located across the region. This provided a starting point and we engaged with each club to create a partnership that was designed to make Merseyside safer for everyone and use Football as a force for good. This connection would not only provide credibility but also engender trust, helping us meet the goals of the brand and the campaign. The four clubs are at the heart of the community, and through the work of their foundations, countless lives are changed, young people are supported and thousands of people across Merseyside benefit. By joining together, this on-going initiative will use the power and reach of Football to change communities and help stop exploitation, abuse and violence. This powerful unifying message will reach out to those communities most affected by crime and the harm caused by crime. Crime, especially within tight knit communities, is one of the most difficult topics to confront. Our objectives were anchored around the need to function as a conversation starter for public awareness, which would lead to positive action and community engagement. Objectives:

• Develop a brand that actively helps to reduce crime through engagement with Crimestoppers
• Increase awareness of Crimestoppers in the community / highlight partnerships
• Ensure that the brand is embraced by all demographic groups
• Create a brand that is reflective of the Football space and is neutral in relation to each club

Month one results:

• 18% Increase in people saying they’d be confident speaking to Crimestoppers
• 14% Increase in people saying they’d be confident reporting crime
• 22% Increase in awareness of Crimestoppers
• 28% Increase in reports on firearms, knife crime, violent crime and drugs
• 16 news reports across TV and Radio
• Social Media - 171,191 reach / 594,890 impressions