Lancashire Police selects If Agency for child protection campaign

Lancashire Police has appointed Manchester-based If Agency to develop a creative campaign to widen the understanding of child protection among frontline officers and first on scene teams.

The campaign from If Agency is part of a wider child protection initiative.

The campaign is part of a new child protection training package which is being rolled out to all frontline officers and staff in the Lancashire Constabulary. The objective is to raise awareness of child protection in all cases and to ensure the child’s voice is at the forefront in all scenarios.

The agency’s overarching creative concept for Lancashire Police’s campaign uses bold imagery designed to standout, using simple one line headlines, with to deliver the key messages to time pressured frontline teams.

If Agency managing director, Christian James said: “We are positioning the campaign to raise awareness beyond the obvious scenarios. Every case where children are connected, whether a child is directly involved, an observer, present within a household or a vehicle, is an opportunity for frontline teams to observe and protect children. It is the intention of the campaign to reinforce and give permission to teams to take the time to safeguard children at every opportunity.”

Sarah Gough, staff engagement and internal communications officer, Lancashire Constabulary, added: “Child protection is one of the most important aspects of police work and a core part of our business. We are working with the IF Agency team on a strategic and tactical level to create and execute a campaign designed to empower the frontline teams and ensure that the signs that a child might be at risk of abuse or neglect are being recognised at the earliest opportunity.”

Award-winning If Agency, founded in 2006, is an independent, insight-led creative agency that offers data science, brand and multi-channel activation campaigns, working with brands including New Look, Arriva, Knowsley Safari and Greene King.

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