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999 Design Greater Manchester

999 posters aim to kick out World Cup domestic violence

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By The Drum Team, Editorial

June 8, 2010 | 2 min read

Greater Manchester Police has worked with 999 Design on a campaign to coincide with a predicted rise in domestic violence during the World Cup.

GMP commissioned the poster ads, which are now on display throughout Manchester, because it claims there is up to a ten-fold increase in domestic violence incidents during sporting events. The force believes this is caused by a mix of tension and excessive drinking.

James Buckley, creative director at 999 Design, told The Drum that the Manchester agency wanted the creative to be different from typical domestic violence ads.

He said: "We looked at a lot of domestic violence campaigns and what you tend to see is lots of images of people bruised and battered. But unless they're people in real situations it's hard to make those ads look believable.

"We made a conscious effort to do something that didn't involve people because all those ideas have been done. We've instead used typical items that could be used to harm someone [the bottle and remote control pictured in gallery] and left it so it can run through people's imaginations a bit more."

The campaign has been designed so it can continue to run after the World Cup - Buckley says there will be updated versions for Christmas - but during the tournament the image of a bloodied football shirt will set the tone.

As well as running in Greater Manchester other police forces have the option of taking up the campaign. Buckley says there has been interest from outside the region and the work will also run in Lincolnshire.

999 Design Greater Manchester

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