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Hidden Heroes Probation Trust campaign created by Cube3

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By The Drum Team, Editorial

December 16, 2009 | 2 min read

A campaign to build awareness of Lancashire Probation Trust across the region has been created by Cube3, with the agency now working on the project until March.

The Manchester agency’s 'Hidden Heroes' campaign will promote the Lancashire Probation Trust service as it carries out work around the region with offenders with the objective of rehabilitation.

The campaign began with an unbranded survey across key residential areas in Preston to establish a consensus of opinion as to the perception of Lancashire Probation Trust service.

The agency then began a public-facing outdoor campaign across Preston and Central Lancashire which included:

Bbus back advertising on key routes in and out of Preston; ad-vans and programme advertisements at five Preston North End FC home games; three two-week campaign bursts on Rock FM; a campaign microsite; and a communication toolkit for Lancashire Probation Trust staff who regularly give seminars and presentations to related organisations, law enforcement agencies and community bodies.

Karl Barker, managing director for Cube3, said: “The work we have created for this multi channel campaign is an ideal example of our integrated marketing philosophy. Through strategically delivered results we can provide consistent messages on target that build brand equity for our clients.

“The Hidden Heroes campaign is something we are extremely proud to be associated with and we look forward to working on similar projects with Lancashire Probation Trust in the near future.”

A residential survey will be conducted in March to gauge effectiveness.

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