- Campaign Development
Helping ACT Policing keep summer safer.
ACT Policing engaged NATION’s Canberra team to create a series of posters/digital banners for the 2017 incarnation of their annual ‘Safe Summer’ campaign. The campaign this year focused on the more common ‘CINs’ — or Criminal Infringement Notices — that are served out to offenders during the appropriately named Silly Season.
• Increase awareness CINs and their resulting fines
• Create a campaign that will work in the context of a pub or club environment.
• Create a strong campaign look and feel that is flexible enough to allow targeting of different public audience groups.
The job posed a challenge in that the posters were, for the most part, required to be displayed inside pubs and clubs. In this setting, the audience is more likely to be young, cynical of police messaging, and highly distracted. To address this concern, we created eye-catching neon visuals and used wry humour and authentic language to sidestep cynicism. Messaging focused on the financial loss associated with receiving a CIN as this was agreed to be the most relevant disincentive for our target audiences.
• 1000 posters and 104000 drink coasters were distributed along with the digital content for websites and television screens to 70 licenced venues.
• Police around Canberra have anecdotally conveyed that the materials enjoyed high uptake amongst venues.
• Positive feedback from stakeholders included strong approval of the simple but eye-catching concept and design.
• Other feedback conveyed that the posters did not look like traditional government communications, meaning they were contextually more appropriate in a bar or nightclub setting.
• The launch event was covered by two broadcast media outlets and one newspaper Internal publication and social media video of the launch event had a reach of 19,712. In addition, the banner we designed was used in this event.
• On the ACT Policing Facebook page, the campaign achieved a total combined reach of 93,031. The only negative comments received focussed on the messaging of the campaign, not the campaign creative.
• The client: ‘We were extremely happy with the design and support you and your team provided for the campaign. Everyone I dealt with from Nation was a pleasure to work with, happy to take on any feedback and accommodate any last-minute requests.’