Getting tough on a police anti-social
behaviour campaign

The Project

We were approached by Lancashire Constabulary to create a campaign to raise awareness of OpWarrior – the new police operation to combat organised crime in our region.

The Constabulary team was tasked, alongside neighbourhood policing teams, with tackling and reducing ASB, including targeting groups using civil orders and addressing issues which are the priorities of our communities.

Hotfoot won a competitive pitch to create an action campaign for the initiative.

The Strategy

Our strategy process helped shape the audience, key messages, imagery and creative campaign brief, to help..

• Reassure the public that police and partners are combating ASB 
• Encourage residents to report ASB (and show how to do it)
• Increase sign-ups to ‘In The Know’ and ‘Lancashire Talking’
  
• Deter people from committing ASB by highlighting the consequences
  
• Inform officers of their role in combating ASB
  
• Raise awareness of the Commissioner’s role in combating ASB
  
• Be recognised by HMICFRS as ‘Outstanding’ in tackling ASB across Lancashire

The Results

Impact figures

• 3,000+ organised crime suspects arrested since launch of Op Warrior
• Seizures of 52,070 cannabis plants
• 1019KG of class A and class B drugs
• £5M of illegal cash

Awards

• Prolific North Champions Award
  Marketing Campaign – Social Impact
• CIPR Excellence Awards Categories
  Public Sector Campaign
  Best Channel Delivery
  Best use of content