Let's talk about it...
Prevent is one of the four elements of CONTEST, the government’s counter-terrorism strategy. It aims to stop people becoming terrorists or supporting terrorism.
The objective of this new campaign was to raise awareness of Prevent and crucially, ensure that people know where to direct individuals at risk or how to report those who may be vulnerable to radicalisation.
Having worked with Bedfordshire Police on a number of previous occasions, we were asked to take on this unique and challenging project, initially focusing on the Luton area.
The approach was split into 3 tiers – Firstly, engaging with professionals (doctors, social workers, teachers, etc.) who come into contact with the public on a daily basis. Secondly, approaching community groups, providing relevant information for them to share with their members/supporters and lastly, to develop a multichannel approach that would engage the public, incorporating elements such as events, bus ads, vehicle livery, outdoor media, leaflets, roadshows, ambient media, online – social media/website, online advertising – local media websites, social media and paid advertising.
" I would like to thank Alan for his unstinting support on our ground breaking engagement campaign ‘Let’s Talk About’ which would not have got off the ground without his brilliant design ideas, hard work and commitment... " - Jo Hobbs
Key elements included:
- Launch a brand identity to encompass the entire campaign
- Present Prevent in a positive light
- Start conversations about extremism and radicalisation
- Increase the number of referrals made to Prevent about vulnerable individuals
- Turn a high-profile international issue into a challenge to be tackled from a local, united front
Main challenges involved:
- Break the ice on a taboo subject
- Change established attitudes and behaviours
- Address a constantly evolving issue
- Overcome deep-rooted, negative opinions of Prevent
- Engage with vastly different groups of individuals
- Incorporate a number of different communication channels
Our first task was the visual development of brand concepts to encompass Let’s Talk About It – initiating discussion around the subject of extremism. As an ongoing project, engaging with professionals was our initial priority.
We created a toolkit that would be presented to professionals who regularly work with the public. The pack incorporates a number of elements, presented in different formats – an introduction to the area, an overview of the Government’s Prevent/Channel strategies, case studies on individuals who have been susceptible to radicalisation, a number of engaging activities to work through with colleagues that will help to educate as well as generate discussion, information posters for staff areas and a facilitation guide to bring it all together.
The pack has been tremendously well received, particularly amongst those who have previously faced the challenging task of approaching the subject without any tangible material. Discussions are now underway to roll out the campaign to wider geographical areas across the UK. Many other police forces, local authorities and educational bodies are now taking a keen interest, looking to supply their employees with the resource.
The next stage of the campaign was launched in June 2015 with the Let's Talk About It website going live and receiving significant media attention. The website has been well received and will support the subsequent stages of the campaign as it develops over time.
And we're rolling!
“I have worked with Alan Oram and his team on a number of projects and always found his ideas, creativity and enthusiasm a key to the success of the campaigns. In particular I would like to thank Alan for his unstinting support on our ground breaking engagement campaign ‘Let’s Talk About’ which would not have got off the ground without his brilliant design ideas, hard work and commitment. I feel like he owns and cares for the project as much as we do! I would not use anyone else for my creative design work and think Alive is ahead of the game.”