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The

Briefed

Case

TACTICS

OUR COMPANY

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

CLIENT PROFILE

Population

  • 308.000 (2017)
  • One of the fastest growing boroughs in London
  • Has 4th youngest median age in UK (31)
  • Life expectancy is 10 years lower than rest of England

Income

  • Media household: £30,700
  • 48% earn less that £30,000
  • 14% less than £15,000
  • Top poorest borough in London (39%)
  • One of the highest levels of social housing in the UK (36%)
  • 18,726 households on the waiting list [36% over-crowded, 54% priority cat.1 &2]

Housing

Localities

  • Divided into four localities
  • North West: Highest rates of unemployment, drug misuse and patients diagnosed with mental health problems.
  • Hot spot for drug related deaths

THE ISSUE

SOCIAL ISSUE

BACKGROUND

  • The UK has highest level of drug abuse than any European country
  • UK ranks number one for crack cocaine use

  • 3.2 million adults aged 16 to 59 taken a drug in the last year

  • 1.3 million adults taken class a drug in the last year

  • 2593 registered deaths in England and Wales (2016)

  • 7545 hospital admissions of mental health and behavioural disorders (2018)

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

  • Illegal

  • Class a drug

  • Can cause death
  • Stigma
  • Poverty
  • Early life experiences
  • Parenting styles
  • Abuse
  • Trauma victims
  • Drug-fueled theft costing £6 billion a year
  • Mental health
  • Chronic relapse disorder
  • Social media

  • Music

  • Video games
  • Movies

  • Television
  • Media portrayal

  • Direct emissions released into the air when producing

  • Ends up in the water supply

  • Used tools not disposed of properly
  • Lack of education

  • Unemployment
  • Homelessness

  • Each year in the UK, drugs cost society £10.7 billion in policing, healthcare and crime.

  • The UK has highest level of drug abuse than any European country
  • UK ranks number one for crack cocaine use
  • 3.2 million adults aged 16 to 59 taken a drug in the last year
  • 1.3 million adults taken class a drug in the last year
  • 2593 registered deaths in England and Wales (2016)
  • 7545 hospital admissions of mental health and behavioural disorders (2018)

  • 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)

THE ISSUE

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

Prevention:

Risk factors:

Effects:

Motivations:

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

What is Tower Hamlets trying to achieve?

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.

STRATEGY AND OBJECTIVES

Social Cognitive Theory

SOCIAL MARKETING 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

  • SCT explains behavior in terms of triadic reciprocity (“reciprocal determinism”) in which behavior, cognitive and other interpersonal factors, and environmental events all operate as interacting determinants of each other.

  • SCT explicitly recognizes that behavior is not determined by just intrinsic factors, or that an individual is a product of their environment, but that he/she has an influence on what they do, their personal characteristics, how they respond to their environment, and indeed, what their environment is.

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

OBSERVATIONAL LEARNING

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

OBJECTIVES

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.

TARGET AUDIENCE

TARGET AUDIENCE

Demographic

Geographical

Behavioural

  • Male & Female
  • Aged 30-50
  • Tower Hamlets residents
  • Specifically North West region

  • Recreational drug users
  • Crack cocaine abusers

  • Underclass
  • Unskilled and semi- working class

  • White British
  • Bangladeshi

Psychographic

Cultural

TARGET AUDIENCE

CLIENT PROFILE

Matt

Husband and father of one.

Was introduced to crack 10 years ago while smoking with friends.

Was promoted to a new role and used crack to relieve stress. He lost his; job, marriage and damaged self-worth.

Jody

Consumed crack consistently for weeks, by the time Jody was 30 she had been in rehab 4 times. On New Year’s Eve, Jody got high on crack she ran into oncoming traffic. Her Dad gave ultimatum of get sober or sleep on the street.

Lenny

Crack aggressively attacked and his body started to deteriorate. Had deep circles and his skin bruised easily from lack of sleep. He would stay awake for days sometimes a full week. Never ate and only drank alcohol and would drink olive oil for calories.

Developed paranoia that turned into psychosis.

CAMPAIGN GOAL

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.

PAST CAMPAIGNS

Nitrous Oxide - No laughing matter

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:

  • Educating people about what the substance is and the risks to health
  • Urging residents to report traders selling nitrous oxide for human consumption
  • Providing residents with ways to report discarded canisters
  • 4 new police officers to patrol the housing estates to reduce antisocial behaviour.
  • Street cleaning teams are picking up discarded canisters from estates, parks and streets.

Street art 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.

  • Launched Chat Health
  • Launched the Neighbourhood Management pilot
  • Commissioned a primary care service for the homeless population
  • Drug and Alcohol Support Service offering comprehensive health checks to those in treatment

Strength

Weakness

  • Substance misuse strategy 2016-2019
  • 1830 affordable homes built within the last 3 years
  • Community cohesion
  • Best connected transport links
  • Operation Continuum (367 arrests)
  • Reduction in drug-related deaths from 5.6 to 3.5 per 100,000 population (2016 to 2018)
  • UK Team of the year for the Substance Misuse Service
  • Information infrastructure
  • Health outcomes monitoring
  • 43% of children live in poverty
  • Inequality
  • 7.7% of working age people are unemployed
  • Infant mortality
  • Low pay change
  • Education only scare tactics & police visits in schools isn't effective at reducing drug use

Opportunity

Threats

  • Launched Chat Health
  • Expanded their Drug Interventions Programme.
  • Launched the Neighbourhood Management pilot
  • Commissioned a primary care service for the homeless population
  • Drug and Alcohol Support Service offering comprehensive health checks to those in treatment
  • Rising unemployment
  • 18 week referral to treatment
  • Poor housing and social infrastructure
  • HopeUK drug education - 8 week programme
  • BBC hooked podcast
  • Action on addiction
  • Kings college launch an app
  • Launched chat health
  • UK Team of the year for the Substance Misuse Service
  • Launched the Neighbourhood Management pilot
  • Poor housing and social infrastructure
  • HopeUK drug education - 8 week programme
  • BBC hooked podcast
  • Drug and al
  • Expanded Drug interventions programme

Weakness

  • Commissioned primary care service for homeless population
  • Drug and alcohol support service offering comprehensive health checks to those in treatment
  • Substance misuse strategy (2016-2019)
  • Culturally vibrant and diverse
  • 1830 affordable homes were built within the last 3 years
  • Attractions bring in tourists
  • Parks and open spaces
  • Operation Continuum (367 arrests)
  • Community cohesion
  • Best connected transport links
  • Reduction in drug-related deaths from 5.6 to 3.5 per 100,000 population (2016 to 2018)

OUR CAMPAIGN

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

Connotation

Denotation

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

Signified

Denotation

Connotation

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

Signified

Connotation

Detonation

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

TACTICS

@TowerHamletsNow 3.4k #TowerHamlets 81.1k posts

  • Post 3 times a day sharing video and pictures
  • Educational and informational content
  • Use the hashtag #HookUpToLife
  • Show BTS & higlights of the Trap House
  • Campaign hashtag to 100,000

@TowerHamletsNow 20.3k

  • 17.1 million users in UK
  • Reach 20.3k followers of the Twitter profile with the campaign advert from March-August.
  • #HookUpToLife trending for 3 days. Create conversation with public.
  • 15,000 retweets of social media poster.

@TowerHamletsCouncil 5.3k

  • 78% of internet users use Facebook
  • Reach 5.3k followers of the Twitter profile with the campaign advert from March-August.
  • Reach 6917 readers per month
  • Awareness to the Trap House community event.

Direct mail

  • Mailed to 125,900 households in Tower Hamlets.
  • A flyer listing where individuals can access to help.
  • Invitation to The Trap House community event.
  • Will be purple to stand out and have 'handwritten' font to give a personal touch.

Email

  • Sending informational newsletters via email.
  • Invitation to the Trap House community event.
  • Average open rate between 15-25% = 31,475 max (email)
  • 98% open rate 301,840

Text message

TH Website

  • Pop up to claim free ticket to The Trap House
  • Host all campaign messaging and materials

Underground

  • On the platform of most frequented stations.
  • Evoke emotion and willingness to help/
  • Placed in areas of high drug use.

Billboards

COMMUNICATION TOOLS

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:

  • 1st June -July 31st
  • 12-7pm every weekend Mar-Aug 2020
  • North West Tower Hamlets

Experiences:

  • Information and advice
  • Free drug testing (nurses from Mile End Hospital)
  • Art activities
  • Workshops (mental, health) from professionals
  • Ex-users testimonials
  • Hair and beauty treatments
  • Yoga classes
  • Counselling
  • Bring awareness to the issue of crack use in the borough.
  • A bold move to grow engagement between crack users and Tower Hamlets.
  • A symbol that shows that Tower Hamlets care about crack users and are willing to partner with them.

GANT CHART

CONTROL

EVALUATION

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

  • June - August 10% decrease
  • September - November 10% decrease
  • December - February 10%

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

  • June - August 8% decrease
  • September - November 10% decrease
  • December - February 10%

Contact all treatment center in the borough and ask for numbers of new users treatment registration

BUDGET

BUDGET

REFERENCES

References:

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