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How Channel 4 raised awareness of dangerous street weapons

How Channel 4 raised awareness of dangerous street weapons

Challenge

Raise awareness of the dangers of street weapons among a young audience – traditionally a hard-to-reach demographic – in support of launch of Channel 4’s Street Crime series of programmes

Strategy and Execution

Reach key demographic by engaging them in a series of trusted environments across a variety of integrated media formats and spaces.

Bebo (social network) – The campaign hub. 3 fictional profiles based on real characters and real experiences (a victim, witness and ex-gang member) encouraging young people to express themselves honestly on this topical issue in a series of chat rooms
 
Sofia’s Diary – One of these characters, Sushil, the witness, was integrated into the plot of popular web drama Sopia’s Diary

DeadEnds – An educational, anti-GTA game created by a London youth group and developers Rolling Sound to highlight the consequences of violent street crime

Txtual Healing – A series of projected installations exploring notions of community through story-telling. Encouraging interaction and shared opinion by targeting the wider public in Brixton and Shepherd’s Bush

All online activity linked back to the Channel4 Street Crime / Bebo hub where the dialogue continued

Results

Over 90,000 views on the Bebo hub
In excess of 1,500 comments and pictures left in the dedicated chat rooms
Sophia’s diary “Sushil” episode viewed over 170,000
2,500 active friends registered to join in the debate

Learnings

The use of integrated, intelligent cross-platform media, targeting an engaged and relevant audience is an extraordinarily effective way of creating an ongoing dialogue and taking a new product into a hard-to-reach market.

The creation of a dialogue creates a far greater depth of brand affinity and interaction than traditional media strategies in launch phase

AJR
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