FAST FOOD CAN SAVE LIVES by Y&R London for Home Office

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FAST FOOD CAN SAVE LIVES

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency Y&R London
Creative Director Damon Collins
Released October 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HOME OFFICE
Product/Service: ANTI-KNIFE CRIME CAMPAIGN
Agency: RAINEY KELLY CAMPBELL ROALFE/Y&R
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: RAINEY KELLY CAMPBELL ROALFE/Y&R, London, UNITED KINGDOM
Creative Director: Damon Collins (RKCR/Y&R)
Copywriter / Art Director: Amber Casey (RKCR/Y&R)
Copywriter / Art Director: Dan Hubert (RKCR/Y&R)
Account Director: Nick Fokes (RKCR/Y&R)
Account Manager: Jane Redfern (RKCR/Y&R)
Media placement: Chicken Box - Chicken Shops - 1st September 2009

Results and Effectiveness
A dedicated youth taskforce, who work together to help reduce knife-carrying in their communities, helped to evaluate peer-to-peer reactions to the activity: • 89% said the boxes were spoken about by friends • 76% agreed that the boxes were good or fantastic • 74% were interested or surprised when they saw the boxes • 65% agree that the boxes are a good way of communicating with young people • 48% agreed that they would not have taken as much notice of the ad, had it appeared on a billboard

Creative Execution
Bold and striking, the copy on the takeaway box outlined the punitive consequences of carrying a knife. Research with young people showed that often the most difficult elements of prison life were the small things; highlighting the day-to-day realities of prison brought home a powerful deterring message: In prison: You can’t go to chicken shops whenever you want You can’t hang out with your mates You can’t see your family whenever you want You can’t wear whatever you want This activity also made its way online; numerous young people posted images of the takeaway boxes onto their Facebook walls, as with this example taken from a profile shared with the Home Office (See effectiveness/outcome)

Insights, Strategy & the Idea
Given the nature of our audience, they are more difficult to target with traditional media – we know they are more likely to be out and about with their friends than staying home to watch TV. Throughout the campaign, ‘It Doesn’t Have to Happen’ has interacted with young people to gain real insight into their lives – insights which we used to full effect when developing new and unexpected creative. It was important that we recognise the strengths of combining mass broadcast channels with more niche media to get our message out at places where groups of young people congregate. Fast food boxes gave us presence where you wouldn’t expect government messaging and helped build affinity with the audience via hard-hitting messaging.