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The
Briefed
Case
The
London based agency. Founded in 2014.
Briefed
We pride ourselves in speed, quality and good value.
We help organizations communicate more effectively and reach new audiences.
Case
Strategies, plan, launch and monitor hugely successful campaigns.
MISSION - create positive brand experiences via building community.
Team
Carmen Vizcaíno 16018220
Colleen White 16011529
Mario Cortes 17021173
Rachel Dago 17026363
Population
Income
Housing
Localities
Immediate effects: Euphoria, energy and confidence
Much cheaper than cocaine. Highly addictive
Can be smoked, snorted or injected.
Cocaine processed with baking powder or ammonia to increase its potency
Chronic, relapsing disorder characterized by compulsive drug seeking, continued use despite harmful consequences, and long-lasting changes in the brain.
Addiction is the most severe form of a full spectrum of substance use disorders, and is a medical illness caused by repeated misuse of a substance or substances. (Drugabuse.gov, 2020)
What is drug addiction
Political
Environmental
Social
Technological
Legal
Tower Hamlets has the highest estimated rate of crack cocaine users in London.
52% of this population was not in treatment in 2017
The number of users has increased from 2,798 (2015) to 3,244 users per 100,000 population in 2017
47% of this population have mental health issues (England rate: 40.8%)
Older population in treatment are developing long term conditions
Experimenting
Family History/Genetics
Loneliness
Peer pressure
Recreation
Self-medication
Poverty
Lack of education.
Unemployment
Social deprivation
Pre-existing mental health conditions
Children who have experienced four or more ACEs
Education about risks and effects of consuming crack cocaine.
Easy access to treatment centers.
Increase the number of crack cocaine users in treatment
Changing general attitudes towards drug addicts
Reducing drug supply.
Addiction
Mental health issues
Homelessness
Drug related crime
Severe health issues
Isolation and marginalization
Death
Early intervention and prevention
Avoid the progression to drug dependence.
Information about the risks and where to get help
Work with communities to understand and tackle substance misuse
Increase the number of people who successfully complete treatment
Improve mental and physical health.
Support families, carers and people.
Reduce the number of deaths.
Improve the social integration and treatment.
Strengthen routes into employment and stable housing.
Priority areas
Evidence based treatment and recovery support
Reducing drug-related crime and anti-social behaviour.
Disrupt and reduce visibility of drug markets/use.
Reduce resident concerns.
Better understand drug markets and how to deploy resources
Increase the treatment through the criminal justice route.
Reduce drug-related activity in and around housing estates.
Social Cognitive Theory
PERSON
The interaction between the individual and their behavior is influenced by their thoughts and actions
The interaction between the individual and the environment involves beliefs and cognitive competencies developed and modified by social influences
Hastings, G, and Saren M.(2003).
ENVIRONMENT
BEHAVIOUR
The interaction between the environment and their behavior involves the individual behavior determining their environment which in turn, affects their behavior
Asserts that people can witness and observe a behavior conducted by others, and then reproduce those actions. This is often exhibited through "modeling" of behaviors. If individuals see successful demonstration of a behavior, they can also complete the behavior successfully. (Sphweb.bumc.bu.edu, 2020)
Shock, inform and remind.
Novelty aspect of the campaign
Powerful and attention grabbing
Message themes:
Attention:
Retention:
Production:
Motivation:
Learn from success stories and replicate their behavior
Community involvement through positive attitude towards users and success stories
Reduce users population by 30% by February 2021.
From 2015 to 2017 the number of users increased by 15% from 2798 to 3244. At this rate by 2021 the number of users will reach 4216. Therefore, the 1st objective of the campaign is to reduce the number of user in the borough to 2270.
Raise awareness and solidarity to solve the issue among the population
Tower Hamlet has the highest number of substances users in England. And has the 5th highest rate of crime and drug related offenses in London. 54% of the borough population feel people using or dealing drugs is a very big problem. 47% of users have mental health issues. The 2nd campaign objective is to therefore to raise awareness of the issue among the borough population and bring everyone together to help the users.
To increase the numbers of people in treatment from 52% to 80% by February 2021.
Only 52% of the users population are in treatment which is not enough.
The objective is then to raise awareness of the availability of treatment center within the user population and give them some incentives to start and successfully complete treatment.
Demographic
Geographical
Behavioural
Psychographic
Cultural
The goal of the campaign is to regulate crack cocaine users behavior through reinforcement of support to achieve a drug free community that can be maintained over time.
Problem: Antisocial behaviour linked to the taking of nitrous oxide had become a significant concern for residents.
Outcome: Intimidating groups of people using it on the street, noise nuisance, canisters littering.
Objectives: Reduce the number of users, solve the littering problem, highlight risk of Nitrous oxide consumption.
Communication campaign:
Problem: Drug dealing in plain sight, addicts waiting in pick up points to get their drugs.
Outcome: Residents feeling unsafe. Complaints about the lack of action from the Police and from the council, littering.
Objectives: Raise awareness of the ongoing problem, publicly shame Police and council inactivity towards the problem and expose and shame drug users and drug dealers.
Strength
Weakness
Opportunity
Threats
Weakness
McGuire model
''McGuire (1989) provided useful guidelines for creating effective public communication campaigns. He described how fundamental theories about a person’s structure and motivation affect that person’s response to a persuasive message. An input-output matrix was formulated to better understand the communication variables (input) and the response steps (output).''
(Bator and Cialdini, 2000)
Tuning in: Exposure to the #HookUpToLife message.
GP practices. Health Clinics. Counselling services. Talks in schools. Bus stops. Underground platform. High drug activity roads. General public. Families.
Attention: Confront stigma and shame by being bold.
Liking
Understanding: Informational content. about crack abuse. Change behaviour of users. Change perception of Tower Hamlets. Tower Hamlets want to help.
Learning: Crack is harmful and ruins lives.
Agreeing
Storing: Striking imagery for instant recall. Short slogans. Bold.
Retrieving
Deciding
Acting
Post compliance: Advising others to get clean too. Share success stories.
Source : Tower Hamlets. East London.
Message : Informal language, use of image, short text
Channel : Newspapers Instagram. Facebook. SnapChat. TV commercials. Bus adverts. Painted outdoor messages.
Receiver : 30-50 year old. Male and female. Tower Hamlets. North West region. Single/ married. Mothers/fathers, Drug abusers. Crack cocaine users. Social users. Stressed. Trauma victims.
Destination : change in behaviour, increase treatment users
CAMPAIGN FOCUS
The campaign will mainly focus on the North West part of the borough as it is the most affected area as shown by the drug possession map.
Signified
SEMIOTIC
Man
Adult Human male
High, Drug addict, Loneliness
Hoodie
Hiding, Shame, Embarrassment
Sweatshirt with a hood
Spoon
Drug preparation
Cutlery
Reciprocating pump used for medical purposes
Syringe
Drug preparation
Band used to perform torniquet
Rubber
Drug preparation
Drug consumption
Lighter
Instrument to make fire
Homelessness
Unattended house
Background
Homelessness, poverty
Heavy duty paper
Cardboard
Crack cocaine
Unhealthy, illegal, Dangerous
Processed cocaine
Hand
Stretched hand
Help, Assistance, aid
Hold on, stick with,
Urban language
Hook up
Red
Color
Boldness, determination, strength, courage
White
Color
Hope, newness, peace, cleanness
Bruised face, Left side of the head
Drug addict, left brain controls logic- Knows the effect of drugs
Face left
Sober, clear skin, right brain
Face right
Clean face, Right side of the head
White color
Background
Positive and cleanness, purity
All Capital black
Add emphasis and stand out strength, authority
Letters-sign /color
Bold font
Letters-sign
Add emphasis, and weight to the information
Full stop
Punctuation
Hope, newness, peace, cleanness
Social media
@TowerHamletsNow 3.4k #TowerHamlets 81.1k posts
@TowerHamletsNow 20.3k
@TowerHamletsCouncil 5.3k
Direct mail
Text message
TH Website
Underground
Billboards
Local magazine & Newspaper
Campaign starts
Email Marketing
March 2020
May 2020
July 2020
Social media.
Billboards
June 2020
August 2020
April 2020
Text message Marketing
Underground & Overground stations
Campaign ends
The Trap House event
Posters & flyers
The Purple Trap House
Details:
Experiences:
Objective 1: Reduce users population by 30% by February 2021.
Control
How
Contact all treatment center in the borough and ask for numbers of users that have successfully complete the treatment
EVALUATION
Objective 2 : Raise awareness and solidarity to solve the issue among the population
How
Control
Get the data form help desk
Increase of number of people directly referring to tower hamlets for information and help over time
EVALUATION
Objective 3: To increase the numbers of people in treatment from 52% to 80% by February 2021.
How
Control
Contact all treatment center in the borough and ask for numbers of new users treatment registration
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