It All Adds Up for Origin with Merseyside Police campaign
Merseyside Police will today launch the first phase of an integrated campaign, created by Origin, which will communicate to the public the Force’s successes over the last 12 months.
Origin was appointed in March with the aim of creating a campaign which would be able to build the public’s confidence and understanding of the work being carried out by the force.
The18 month ‘It all adds up’ campaign will use outdoor and ambient media, building wraps, mobile exhibitions as well as social media and websites. The multi-disciplined campaign is also reaching an internal audience using the Merseyside Police magazine and digital channels.
The strategy has been developed following market research which is being undertaken to track public confidence across Merseyside. The results have enabled Merseyside Police with the support of Origin to plan the campaign and tailor the messages, channels and activities to ensure the right issues are communicated in the most appropriate way to each audience at both neighbourhood and regional level.
The campaign will evolve to meet the changing needs of the Merseyside Police, and to address the most significant developing issues.
Mark Bottomley, managing director at Origin, explained: “This is the largest co-ordinated campaign ever undertaken by Merseyside Police and will deliver the messages that really matter to the people that live there. The strategy addresses both an internal and external audience to communicate the Force’s approachability and friendliness as well as its successes. To make an impact, the creative execution needed to be immediate, accessible, versatile and immersive. Our work expresses the cumulative actions and achievements of the police substantiated by numbers and facts. All communications are united under a central strapline: IT ALL ADDS UP.”
He continued: “The challenge for us has been to develop a creative idea that will work at both regional and local levels. With this approach, we can deliver targeted messages directly relevant to local communities. The use of ambient media will be pivotal to the success of the campaign, as it allows a high degree of flexibility and the localisation of messages to tackle particular neighbourhood issues.”