Violence Reduction Partnership
West Yorkshire Police
West Yorkshire’s Violence Reduction Partnership (WY VRP) brings together local
specialists to reduce violent crime. They wanted a suite of assets to target different audience
segments to drive behaviour change and tackle the root causes of violent crime in West Yorkshire.
We immersed ourselves in the issues and built a picture of local violence around social media, school exclusion
and knife crime using research from West Yorkshire and conducting focus groups. From this, we developed two strands of creative. Explainers were character-based infographic animations which explored the current situation, the work that the VRP was doing, and strategies aimed at getting partners to implement the VRP’s ways of working. Persuaders were social media films featuring a blend of real people and actors from West Yorkshire using insights from our focus groups to feel authentic our audience.
The explainers were shared widely by partners, including the local mayor and have become a foundation for internal training too. The persuaders formed a core part of West Yorkshire’s VRP communication and marketing channel plan and supported the launch of their TikTok channel, giving them a new way to reach young audiences on the ground and drive direct change.
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