Counter Terrorism Policing
RUN, HIDE, TELL
The Challenge: In the light of recent terror attacks in Manchester & London, there was a need to better educate young people on what to do in the event of an attack. The challenge for the Counter Terrorism Police department was amplifying their RUN. HIDE, TELL campaign to reach that 11-16 year old audience.
WHAT WE DID
UTILISED AUDIENCE SCALE
We leveraged the breadth and depth of our channels and platforms… Print, Online, Snapchat, Sun Savers, Dream Team & the wider News UK Network… Unruly, Wireless and Influencer network, to bring the message to life.
ACCESSIBLE AND MEMORABLE
We created a 3-step emoji for easy recall among our target audience.
We called on our celebrity friends known for their strength and bravery. But when it comes to a terrorist attack, even they would RUN, HIDE, TELL - a message delivered in a friendly but forceful way to their teenage fans.
people reached in the first 2 weeks of the campaign
of 11-16s recall the comms - up 6pp post campaign
increase in trust in the police to deal with terrorist threats