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8/14/2019 Communications f a Safer London Ions For
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Communications f
or a safer London
17th November 2003
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What weve done to pr
Spoken to police officers Conducted our own Omnibus
Spoken to Tim Miles (Crime Reporter) Reviewed Fear of crime literature
Spoken to Colin Aylott (Defence Barrister) Spoken to Choice FM
Spoken to John Stokes (Psychologist) Met with Mediacom
Spoken to Brian Healey (ex-Fraud Squad) Spoken to Chris & Simon (MPS)
Carried out street photography exercises Spoken to Lambeth, Brent, Westminsterand Southwark CSUs
p
are
Spoken to police officers Conducted our own Omnibus
Spoken to Tim Miles (Crime Reporter) Reviewed Fear of crime literature
Spoken to Colin Aylott (Defence Barrister) Spoken to Choice FM
Spoken to John Stokes (Psychologist) Met with Mediacom
Spoken to Brian Healey (ex-Fraud Squad) Spoken to Chris & Simon (MPS)
Carried out street photography exercises Spoken to Lambeth, Brent, Westminsterand Southwark CSUs
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The key challenges as
Tackling sensitive andcomplex issu
Talking to multiple audiences and st
Unifying without compromising effec
Making the most oflimited budgets
Deliveringagainst the overall vision
we see them
s
keholders
iveness
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Our overriding principl
Oper
Camp
Internala
Perpetrators
London
Community
groups
Not just ads but catalysts
e
: amplification
tions
aigns
diences
Media
Opinion
formers
partners
for broader engagement
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Our approach to today
Prioritise the objectives
Understand / unifyaudiences
Clarify roles forcommunication
Create acommunications framewor
Show ourcreative mettle (with due humility)
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1. Where do we want t
Essential stepping stones for reaching primary
objective
Reassure public
that the MPSis
taking positive
action
Strengthen
public
confidence
and trust
Reduce
fear of
crime
o be?
Raise the
Mets profile
as world-
class and
racially
diverse
Give
Londoners
a sense of
ownership
Primary objective
Build
perception
of London
as one of
worlds
safest cities
Important by-products of
reaching primary objective
Will become even more
important with time
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Where are we now?
0
10
20
30
40
50
60
Worried (1-3) Conce
Source: MCBD Omnibus (Base: Londoners)
30
11
57
%
Relatively good foundations - n
0
10
20
30
40
50
60
rned (4-7) Safe (8-10)
Ona scale from 1-10
51
11
31
How safe is London?
How safe is yourcommunity?
ot a community gripped by fear
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2. Who are we talking to?
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2. Who are we talking
The worried minority
High crime areas
Previous victims
Vulnerable minorities
Feel powerless andisolated
Source: British Crime Survey 2000 / 2001
to?
The worried minority
High crime areas
Previous victims
Vulnerable minorities
Feel powerless andisolated
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2. Who are we talking
The worried minority The concerned majority
High crime areas Allareas
Previous victims Less directlyaffected
Vulnerable minorities Concernedin principle
Feel powerless andisolated
Nervous about crimespiralling out ofcontrolandits seemingly random nature
Source: British Crime Survey 2000 / 2001
to?
The worried minority The concerned majority
High crime areas Allareas
Previous victims Less directlyaffected
Vulnerable minorities Concernedin principle
Feel powerless andisolated
Nervous about crimespiralling out ofcontrolandits seemingly random nature
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2. Who are we talking
The worrie inorit The on erne a orit The a e inorit
High crime areas All areas Low crime areas
Previous victims Less directly affected Rarely affected
Vulnerable minorities Concerned in principle Feel disconnected
Feel powerless andisolated
Nervous about crimespiralling out of control andits seemingly random nature
Insulate themselvesfrom crimes effects
Source: British Crime Survey 2000 / 2001
to?
The worrie inorit The on erne a orit The a e inorit
High crime areas All areas Low crime areas
Previous victims Less directly affected Rarely affected
Vulnerable minorities Concerned in principle Feel disconnected
Feel powerless andisolated
Nervous about crimespiralling out of control andits seemingly random nature
Insulate themselvesfrom crimes effects
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Bringing these audien
The worried minority The concerned majority The safe minority
Source: MCBD street photography
es to life
The worried minority The concerned majority The safe minority
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3. How can communicat ons help?
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3. How can communicat
he wo ie mino it
B tt t
S f
D t t f t
Reasse t
ons help?
he wo ie mino it
B tt t
S f
D t t f t
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3. How can communicat
he wo ie mino it he conce ne ma o it
Buil on operationalactivity
Make crime feelmoremanageable
Signal change ofemphasis Make them feel that crime isbeing controlled
Demonstrate specificaction
Give them helpful advice
Reasse t Re
ons help?
he wo ie mino it he conce ne ma o it
Build on operationalactivity
Make crime feelmoremanageable
Signal change ofemphasis Make them feel that crime isbeing controlled
Demonstrate specificaction
Give them helpful advice
ssu e
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4. What should we be
Worried
minority
Conce
majoThe Met
is
makingLondon
safer
We can wor
make Lon
Partner
saying to them?
rned
rity
Safe
minorityYou can
help
makeLondon
safer
together to
don safe
hip
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5. How can we harmo ise tone of voice?
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5. How can we harmo
he worrie minority
e onstrate positiveet attitude
Exude action
ial up:- progressive- confident
ise tone of voice?
he worrie minority
e onstrate positiveet attitude
Exude action
ial up:- progressive- confident
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5. How can we harmo
he worrie minority he concerne majority
e onstrate positiveet attitude
Sho ho partnership canork
Exude action elp andinfor
ial up: ial up:- progressive- confident
- reassuring- understanding
ise tone of voice?
he worrie minority he concerne majority
e onstrate positiveet attitude
Sho ho partnership canork
Exude action elp andinfor
ial up: ial up:- progressive- confident
- reassuring- understanding
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5. How can we harmo
he worrie minority he concerne majority he safe minority
e onstrate positiveet attitude
Sho ho partnership canork
Build on existing trust
Exude action elp andinfor E po er people
ial up: ial up: ial up:- progressive- confident
- reassuring- understanding
- accessible- encouraging
ise tone of voice?
he worrie minority he concerne majority he safe minority
e onstrate positiveet attitude
Sho ho partnership canork
Build on existing trust
Exude action elp andinfor E po er people
ial up: ial up: ial up:- progressive- confident
- reassuring- understanding
- accessible- encouraging
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Putting it all together - a
T
safe
Worried
minorityC
Reassert
We can help W
t
Progressive
Confident
R
Un
Domestic violence
Hate crime
Trident
SaSa
Vision
Audiences
Role for communications
Message
Tone
Campaigns
ommunications framework
e worlds
t majorcity
oncerned
majoritySafe
minority
eassure Re-engage
can work
ogether
You can help
assuring
erstandingAccessible
Encouraging
ferStreetsfer Homes
errorism
Drugs
Neighbourhood Watch
Crimestoppers
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The backbone of the cam
Wosaf
Worried
minorityC
Reassert
We can help W
t
Progressive
Confident
R
Un
Domestic violence
Hate crime
Trident
SaSa
Vision
Audiences
Role for communications
Message
Tone
Campaigns
aign
rkingforaer London
oncerned
majoritySafe
minority
eassure Re-engage
can work
ogether
You can help
assuring
erstandingAccessible
Encouraging
ferStreetsfer Homes
errorism
Drugs
Neighbourhood Watch
Crimestoppers
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Creative approach
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Creative principles
1. e simple
2. One message perad
3. Practicaladvice
4. Impact / surprise
5. Mediaand message in harmony
6. Sensitivity to the issues
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Creative ork
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Concluding thoughts
Our vision
To make every poundinvestedcont
Our values
To treat everyone fairly
To be openand honest
To workin partnership
To change to improve
ibute to making London safer
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Than you