communications f a safer london ions for

8/14/2019 Communications f a Safer London Ions For

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Communications f

or a safer London

17th November 2003


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What weve done to pr

Spoken to police officers Conducted our own Omnibus

Spoken to Tim Miles (Crime Reporter) Reviewed Fear of crime literature

Spoken to Colin Aylott (Defence Barrister) Spoken to Choice FM

Spoken to John Stokes (Psychologist) Met with Mediacom

Spoken to Brian Healey (ex-Fraud Squad) Spoken to Chris & Simon (MPS)

Carried out street photography exercises Spoken to Lambeth, Brent, Westminsterand Southwark CSUs

p

are

Spoken to police officers Conducted our own Omnibus

Spoken to Tim Miles (Crime Reporter) Reviewed Fear of crime literature

Spoken to Colin Aylott (Defence Barrister) Spoken to Choice FM

Spoken to John Stokes (Psychologist) Met with Mediacom

Spoken to Brian Healey (ex-Fraud Squad) Spoken to Chris & Simon (MPS)

Carried out street photography exercises Spoken to Lambeth, Brent, Westminsterand Southwark CSUs


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The key challenges as

Tackling sensitive andcomplex issu

Talking to multiple audiences and st

Unifying without compromising effec

Making the most oflimited budgets

Deliveringagainst the overall vision

we see them

s

keholders

iveness


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Our overriding principl

Oper

Camp

Internala

Perpetrators

London

Community

groups

Not just ads but catalysts

e

: amplification

tions

aigns

diences

Media

Opinion

formers

partners

for broader engagement


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Our approach to today

Prioritise the objectives

Understand / unifyaudiences

Clarify roles forcommunication

Create acommunications framewor

Show ourcreative mettle (with due humility)


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1. Where do we want t

Essential stepping stones for reaching primary

objective

Reassure public

that the MPSis

taking positive

action

Strengthen

public

confidence

and trust

Reduce

fear of

crime

o be?

Raise the

Mets profile

as world-

class and

racially

diverse

Give

Londoners

a sense of

ownership

Primary objective

Build

perception

of London

as one of

worlds

safest cities

Important by-products of

reaching primary objective

Will become even more

important with time


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Where are we now?

0

10

20

30

40

50

60

Worried (1-3) Conce

Source: MCBD Omnibus (Base: Londoners)

30

11

57

%

Relatively good foundations - n

0

10

20

30

40

50

60

rned (4-7) Safe (8-10)

Ona scale from 1-10

51

11

31

How safe is London?

How safe is yourcommunity?

ot a community gripped by fear


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2. Who are we talking to?


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2. Who are we talking

The worried minority

High crime areas

Previous victims

Vulnerable minorities

Feel powerless andisolated

Source: British Crime Survey 2000 / 2001

to?

The worried minority

High crime areas

Previous victims

Vulnerable minorities



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The worried minority The concerned majority

High crime areas Allareas

Previous victims Less directlyaffected

Vulnerable minorities Concernedin principle


Nervous about crimespiralling out ofcontrolandits seemingly random nature


to?

The worried minority The concerned majority

High crime areas Allareas

Previous victims Less directlyaffected

Vulnerable minorities Concernedin principle


Nervous about crimespiralling out ofcontrolandits seemingly random nature


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The worrie inorit The on erne a orit The a e inorit

High crime areas All areas Low crime areas

Previous victims Less directly affected Rarely affected

Vulnerable minorities Concerned in principle Feel disconnected


Nervous about crimespiralling out of control andits seemingly random nature

Insulate themselvesfrom crimes effects


to?

The worrie inorit The on erne a orit The a e inorit

High crime areas All areas Low crime areas

Previous victims Less directly affected Rarely affected

Vulnerable minorities Concerned in principle Feel disconnected


Nervous about crimespiralling out of control andits seemingly random nature

Insulate themselvesfrom crimes effects


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Bringing these audien

The worried minority The concerned majority The safe minority

Source: MCBD street photography

es to life

The worried minority The concerned majority The safe minority


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3. How can communicat ons help?


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3. How can communicat

he wo ie mino it

B tt t

S f

D t t f t

Reasse t

ons help?

he wo ie mino it

B tt t

S f

D t t f t


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3. How can communicat

he wo ie mino it he conce ne ma o it

Buil on operationalactivity

Make crime feelmoremanageable

Signal change ofemphasis Make them feel that crime isbeing controlled

Demonstrate specificaction

Give them helpful advice

Reasse t Re

ons help?

he wo ie mino it he conce ne ma o it

Build on operationalactivity

Make crime feelmoremanageable

Signal change ofemphasis Make them feel that crime isbeing controlled

Demonstrate specificaction

Give them helpful advice

ssu e


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4. What should we be

Worried

minority

Conce

majoThe Met

is

makingLondon

safer

We can wor

make Lon

Partner

saying to them?

rned

rity

Safe

minorityYou can

help

makeLondon

safer

together to

don safe

hip


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5. How can we harmo ise tone of voice?


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5. How can we harmo

he worrie minority

e onstrate positiveet attitude

Exude action

ial up:- progressive- confident

ise tone of voice?

he worrie minority


Exude action

ial up:- progressive- confident


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5. How can we harmo

he worrie minority he concerne majority


Sho ho partnership canork

Exude action elp andinfor

ial up: ial up:- progressive- confident

- reassuring- understanding

ise tone of voice?

he worrie minority he concerne majority



Exude action elp andinfor

ial up: ial up:- progressive- confident



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5. How can we harmo

he worrie minority he concerne majority he safe minority



Build on existing trust

Exude action elp andinfor E po er people

ial up: ial up: ial up:- progressive- confident


- accessible- encouraging

ise tone of voice?

he worrie minority he concerne majority he safe minority



Build on existing trust

Exude action elp andinfor E po er people

ial up: ial up: ial up:- progressive- confident


- accessible- encouraging


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Putting it all together - a

T

safe

Worried

minorityC

Reassert

We can help W

t

Progressive

Confident

R

Un

Domestic violence

Hate crime

Trident

SaSa

Vision

Audiences

Role for communications

Message

Tone

Campaigns

ommunications framework

e worlds

t majorcity

oncerned

majoritySafe

minority

eassure Re-engage

can work

ogether

You can help

assuring

erstandingAccessible

Encouraging

ferStreetsfer Homes

errorism

Drugs

Neighbourhood Watch

Crimestoppers


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The backbone of the cam

Wosaf

Worried

minorityC

Reassert

We can help W

t

Progressive

Confident

R

Un

Domestic violence

Hate crime

Trident

SaSa

Vision

Audiences

Role for communications

Message

Tone

Campaigns

aign

rkingforaer London

oncerned

majoritySafe

minority

eassure Re-engage

can work

ogether

You can help

assuring

erstandingAccessible

Encouraging

ferStreetsfer Homes

errorism

Drugs

Neighbourhood Watch

Crimestoppers


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Creative approach


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Creative principles

1. e simple

2. One message perad

3. Practicaladvice

4. Impact / surprise

5. Mediaand message in harmony

6. Sensitivity to the issues


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Creative ork


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Concluding thoughts

Our vision

To make every poundinvestedcont

Our values

To treat everyone fairly

To be openand honest

To workin partnership

To change to improve

ibute to making London safer


28/28

Than you

communications f a safer london ions for

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