Cheshire Constabulary, Brand Development & PR
Unique worked with Cheshire Constabulary to develop a branded multi-audience public reassurance and information campaign aimed at reducing alcohol-related incidents in Cheshire.
Unique was tasked with developing a campaign aimed at increasing confidence and feelings of safety across Cheshire, and to help reduce incidents of alcohol related crime. Unique was asked to target three key audiences:
• The general community
• 16-25 year olds
What Unique did
Six focus groups were run - police, young adults (16-24), older adults (50-65), licensees and two groups made up from the general community. The output from this qualitative research was used to inform the construction of the ArcAngel campaign materials and campaign tactics.
Tactics included outdoor media in identified trouble ‘hotspots’, bus adverts, leaflets and posters in strategic locations (e.g. rail stations, licensed premises) and materials were developed for police officers to use at community events and ‘on the beat’ such as a bottle exchange – where a message-on-a-bottle of mineral water was issued to young people in exchange for confiscated alcohol.
Backing this up was a public relations campaign, targeting publications relevant to the identified audiences and a catch-all website.
The campaign was designed to be run over a particular period of time, with a finite start and end. However the ArcAngel branding proved so effective that the Constabulary have continued to use it and the materials developed as umbrella branding for all of its alcohol-related crime activity.
Cheshire Police reported good brand recognition and of recall amongst public with key messages understood and played back. Client satisfaction was high – some materials were re-printed and, to date, ArcAngel is still used by Cheshire Constabulary.