Carbon Creative has designed a 12 month awareness campaign for Greater Manchester Victims’ Services.
The MediaCity agency was appointed by Greater Manchester Combined Authority (GMCA) to help increase awareness of the support available to people affected by crime across the region.
The primary focus of the activity is around: fraud, hate crime, domestic abuse, assault, sexual assault, and stalking and harassment.
“With a campaign like this, our responsibility goes much further than creating work that gets noticed. Every decision, from the language we use to the people represented in the creative and where the message appears, has to be considered from the perspective of someone who may have experienced crime,’ explained Tom Heavisides, Director of Marketing and Client Services at Carbon Creative.
“Lived-experience feedback has been fundamental to that process. It has helped us challenge assumptions, understand where language could be more sensitive and develop a campaign that puts the needs of the people it is intended to support first.”
READ MORE – Salford Lads & Girls Club goes digital with Carbon Creative
Designed to reach people at relevant moments and in appropriate places, messaging and the creative was been tested with people with lived experience of the subject, to understand how language, imagery and tone could be received – to ensure they were “sensitive, trauma-informed, accessible and representative of different experiences.”
Carbon Creative developed a creative toolkit that can be adapted across different crime areas, audiences, locations and channels throughout the year.
Activity will run across paid media, paid social, partner communications, community outreach, and out-of-home across Transport for Greater Manchester and Manchester City Council’s networks.
