Our solution was simple – and to do so, we needed to strip the design back to basics. No creative or manipulated imagery, no clever or confusing text – just a single person looking straight to camera wearing a Stop Hate t-shirt standing in front of a creative graphic background.
It would be the backgrounds of the campaign that would change from category to category. For the launch, we used the colourful Pride rainbow as the background, drawing attention to the message on the t-shirt.
The campaign went out upon various platforms across the county including billboards at the main Surrey train & bus stations, bus stops as well as appearing at Woking Pride, with many Surrey police staff wearing the t-shirt too.
The advertising campaign ran for 4 weeks and was accompanied by further marketing activity in schools across the county.
Surrey Police subsequently had the campaign appraised through independent market research with the following outcomes:
‘The campaign poster scored highest for being informative (94% agreeing) and educational (91% agreeing). 75% found it thought-provoking and 65% agreed it was hard-hitting. 79% of people agreed that the campaign would encourage someone who suspected hate crime to report it.‘