Marketing award for abuse campaign

The States of Jersey Police were honoured to pick up a marketing award for its domestic abuse campaign.

In late 2012 and into 2013 the Force embarked on a multi-media campaign to raise awareness and empower victims to come forward to report.

We used the following: television commercials, print, radio, Police website which included online information support videos and social media. We also deployed officers onto the street to specifically talk about domestic abuse.

During the first few weeks of the campaign, reports of domestic abuse increased by a third. Since its launch, reports have increased by 16% compared to a three year average.

On Friday the Force picked up the award for Best Integrated Marketing Campaign at the CIM Awards.

Chief Inspector Alison Fossey said: “Every day States of Jersey Police receive three reports of domestic violence, half of those involve children.

“It’s one of the only crimes where officers want an increase in reports, simply because it means people have the confidence to talk about it. The aim of this campaign was to reach out to all of those people.

“As you can imagine we are incredibly proud to receive this award. We know how important this campaign has been for letting victims know who can help them and we hope that they will keep coming forward.

“A lot of work has also been put in behind the scenes to ensure we get it right when victims come to us and working with partner agencies to help all victims. We want everyone who is suffering to know that there is someone out there who can, and will, help.”

In relation to the Award for Best Integrated Marketing Campaign the judges said: “This was a campaign designed to deal with a difficult issue. The judges thought this was an excellent community project that was well executed.

“The States of Jersey Police had to carefully consider the campaign and how to reach a vulnerable part of the local population. There was a good mix of media and a follow up with police in the community. The judges were particularly mindful of the level of marketing support available to the police and were deeply impressed with the overall results achieved."

Hannah Shellswell, Creative Director for Freedom Media, who produced two TV commercials for the campaign, said: "It was a privilege to work on this community campaign with the States of Jersey Police and Highlands College Media students, contributing our creative ideas and production skills. We are delighted that it has had such a positive impact and it is an honour to be recognised by the CIM. "

Dr Gary Jones, Interim Head, Highlands College, said: “Highlands College was delighted for its’ students to be associated with both Freedom Media and the States of Jersey Police in the production of this video. It just goes to show what can be achieved through partnership working, with the both the public and private sectors working together to provide opportunities which benefit young people.”


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