Ceredigion Vulnerability Crimes Awareness Week

Ceredigion

Community Safety Partnership

In February 2021, Equinox was commissioned by Ceredigion Community Safety Partnership to help raise awareness of vulnerability crimes in Ceredigion — a sensitive topic, dealing with crimes including County Lines, scams and fraud and domestic abuse.

Under strict time-constraints ahead of the pre-election period, Eq helped Ceredigion Community Safety Partnership implement the UK’s first Vulnerability Crimes Awareness Week to build public confidence in spotting the signs of a victim of vulnerability crime and reporting suspicious behaviour.

With a broad target audience of all demographics in Ceredigion, Equinox adopted a fully bilingual, multi-channel approach to create real impact.

 

Tactics

  • Devised and developed an overarching creative for the campaign — ‘Who do you think is the victim of a vulnerability crime? … Answer: all of them.’ The actors from the film were the featured faces across all campaign graphics and literature, to aid brand consistency and the messaging reinforced that anyone could fall victim to vulnerability crime.

 

  • To kick-start the campaign, we worked closely with the Partnership to create two campaign short films — one in Welsh, one in English — based on the experiences of real-life victims of vulnerability crimes. The emotive film was shared with local media through a ‘first-look’ press release in the lead up to the Awareness Week.

  • Producing the film during the Coronavirus pandemic brought many challenges — which we seamlessly overcame.  We held virtual auditions and cast four bilingual actors from in and around Ceredigion, bringing an additional benefit of providing local actors with paid work during lockdown.

  • After scripting a series of emotive case studies inspired by real-life events, we tackled filming restrictions by supplying our actors with technical equipment which our Content Producer used to direct and film entirely remotely via Zoom.

  • Our hard-hitting, emotive film featured on a dedicated campaign webpage — which went live at the start of the Awareness Week and we provided copy for. This was complemented by platform optimised, short-form versions of the film, delivered through a highly targeted organic and paid social media campaign.

  • To engage those harder-to-reach in the rural community who may not have social media access, we managed the design, print and delivery of informative leaflets to 47,750 homes in Ceredigion during campaign week — featuring a striking design and clear signposting to help and support agencies.

  • Not only were we required to adhere to strict Royal Mail Door-to-Door delivery and distribution guidelines, but the whole process was turned around in two weeks from start to finish – time was certainly of the essence! An easy-read version of the leaflet was also made available, ensuring accessibility to all audiences — and, crucially, the most vulnerable in the community.  

     Results

  • Total campaign reach of over 300k —more than four times the size of Ceredigion’s population, exceeding the KPI by more than 200%!

  • Engagement with more than 20 key stakeholder organisations via a digital toolkit designed by Eq to include key campaign information, suggested social media content and more. Positive anecdotal feedback was received from stakeholders involved.

  • Over 1.3k unique visits secured to the campaign landing pages on the Ceredigion Council website for further information – exceeding the KPI by more than 30%.

  • Secured eight individual pieces of media coverage across key print and online publications, including: Cambrian News, Tivyside Advertiser, West Wales Chronicle and Golwg’s Bro360.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sara Dafydd, Partnerships Officer at Ceredigion County Council, said: “The campaign fulfilled our expectations and more, and we really appreciate how Equinox adapted so flexibly to unforeseen circumstances such as the pre-election constraints."

"All this whilst keeping us in the loop pretty much daily too, which was gratefully received. I’m sure the Police and Crime Commissioner will be just as pleased as we were with the high standard of the outcome. It’s been a pleasure to work with Equinox.”