impressions on Snapchat and TikTok
comms campaign
in intelligence
Our client aimed to create a campaign in Warwickshire supporting Operation Talkative, urging residents to report concerns around knife crime, emphasising that all reporting is safe and completely anonymous. They wanted to show that reporting knife crime protects the local community, specifically targeting peer groups such as friends, partners and classmates. Operationally, this would be a new approach to tackling knife crime that hadn’t been tried widely before, so the campaign was an opportunity to demonstrate a new strategy that could potentially be used nationwide.
We began by creating a strategy built on three distinct messaging routes - positive, guilt-based, and fear-based - each with clear calls to action, such as scanning a QR code that would refer to 101 for intelligence and 999 for urgent reporting. For each route, we created strong messaging that highlighted how the actions of one person can ripple through families, friends and local communities. Our approach focused on the real-world impact, with taglines such as ‘Silence costs lives’ and ‘One message can save a life’, making sure the tone of voice resonated with the target demographic.
To make sure the campaign could be effectively deployed across Warwickshire, we developed a suite of digital and print assets targeted to key groups, including friends, classmates, and relationships. Our designs covered everything from social media posts and Instagram Reels templates - optimised for easy management in Canva - to print materials like A4 posters and A5 leaflets. We also created digital assets for our client’s landing page and Digital Out-Of-Home campaign, with assets that could be easily scaled for billboards and transit screens. To maintain consistency across channels, we also produced a messaging framework and tone of voice guide, so the client could continue the campaign independently.
To make sure the messaging was effective, we provided user testing support using pilot ads with a key target audience to gauge response before the wider rollout - receiving highly positive feedback. We also delivered a complete toolkit of digital and print assets, including social media templates and posters, to ensure that the client could easily scale and adapt the materials for future needs.
After the campaign was launched, there was a direct increase in information received in response, and our client is continuing to use the anti-knife crime campaign throughout Warwickshire, with potential expansion to other regions.
- Campaigns Manager
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