West Yorkshire Police Raise the Bar with Bang

Bang's major alcohol awareness campaign for West Yorkshire Police went live this month. West Yorkshire Police commissioned Bang to help tackle increasing levels of alcohol related violent crime and to help them meet ambitious Local Area Agreement targets.

Through extensive research, discussions with criminologists, and a series of focus groups, Bang developed the Bar Code campaign, which targeted ‘at risk' groups with key messages and information.

The marketing materials were timed to coincide with a series of robust interventions, and used strong, hard-hitting messages containing carefully crafted messages.

To ensure the campaign didn't elevate the fear of crime, Bang used creative means of communicating the campaign's stronger messages. This included large format outdoor projections and the use of promotions people working within the night-time economy.

Other applications included extensive outdoor advertising, targeted messages through schools and colleges, electronic marketing, and direct mail to known offenders. An extensive PR campaign was also implemented.

24 Jan 2007