Prison! Me! No Way!!!!
Brand, Marketing, Video
The campaign had to be an innovative and engaging multi-dimensional traditional and digital experience to effectively and consistently communicate a strong and focused brand image across all media and a clear and consistent tone of voice that would not alienate or pontificate.
To achieve this we set the following objectives:
1. Devise an 12 month high-profile awareness campaign to engage with and educate 11-19 year olds, parents, carers and the general public about the dangers of taking and purchasing ‘legals’ through a variety of channels within a total budget of £30,000.
2. Support local policing strategies designed to break down the supply chain from the UK into Jersey decreasing importation of ‘legals’ by 50% and reduce the number of related prosecutions by 60% within 18 months.
"Highs.Exposed and the partnership approach taken by PMNW have made a huge impact on how these substances are perceived and as a result their contribution to the low levels of recorded crime and importation has most certainly had a role to play"