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WORK/Strategy/West Yorkshire Police

West Yorkshire Police commissioned Bang to help tackle increasing levels of alcohol related violent crime and to help them meet ambitious national targets.

Pint of larger

Brand Truth™ revealed that incidents were caused by a combination of overcrowding and excessive alcohol consumption putting people at heightened risk of becoming a victim, or turning into an offender.

Wasted campaign

Hard-hitting messages containing carefully crafted language developed through a series of focus groups with young people. The visuals depicted the shocking outcome of excessive alcohol consumption – with young people being depicted in vulnerable and dangerous positions.

Hammered campaign projected onto a wall

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

West Yorkshire Police collateral

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.

Pint glass illustrating a 33% reduction

The campaign helped smash Police targets, resulting in a 33% reduction in crime, and winning plaudits from throughout the sector.

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