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ADVERTISING CAMPAIGNS

Merseyside Police 'It All Adds Up' outdoor

Agency: Origin Creative Design

Client: Merseyside Police

Merseyside Police, the UK’s second largest police force, is launching the first phase of an integrated campaign to communicate the Force’s successes over the last twelve months.

The aim is to continue building confidence and understanding of its work amongst the people it serves.  The campaign, which goes live this week, has been created by Origin Creative Design, which was appointed to the task in March of this year.

The campaign encompasses outdoor and ambient media, building wraps, mobile exhibitions as well as social media and websites.  The multi-disciplined campaign is also reaching an internal audience using the Merseyside Police magazine and digital channels.

‘It all adds up’ is an eighteen month campaign, which is a dramatic demonstration of the cumulative impact of Merseyside Police’s commitment to Total Policing.  It has been built around finding out what really matters to people at a local level, and reacting accordingly.  The aim of this approach is to generate a buzz, engage with the general public and for the campaign to become self-generating as it continues to respond to local issues.

Mark Bottomley, Managing Director at Origin says, “This is the largest co-ordinated campaign ever undertaken by Merseyside Police and will deliver the messages that really matter to the people that live there.  The strategy addresses both an internal and external audience to communicate the Force’s approachability and friendliness as well as its successes.

"To make an impact, the creative execution needed to be immediate, accessible, versatile and immersive.  Our work expresses the cumulative actions and achievements of the police substantiated by numbers and facts.  All communications are united under a central strapline: IT ALL ADDS UP.”

He adds, “The challenge for us has been to develop a creative idea that will work at both regional and local levels.  With this approach, we can deliver targeted messages directly relevant to local communities.  The use of ambient media will be pivotal to the success of the campaign, as it allows a high degree of flexibility and the localisation of messages to tackle particular neighbourhood issues.”

The strategy has been developed following market research which is being undertaken to track public confidence across Merseyside.  The results have enabled Merseyside Police with the support of Origin to carefully plan the campaign and tailor the messages, channels and activities to ensure the right issues are communicated in the most appropriate way to each audience at both neighbourhood and regional level.

The campaign will evolve to meet the changing needs of the Merseyside Police, and to address the most significant developing issues.

AJR
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