Uniform works with multi-agency Merseyside partnership on 'cuckooing' campaign

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by David Prior

Liverpool's Uniform is working with Merseyside Violence Reduction Partnership (VRP) on a campaign to raise awareness of 'cuckooing' in the community, where criminals use vulnerable people's homes as a base for criminal activity.

'You Know Who’ is a pilot to find out whether the VRP can generate useful information from residents of Sefton to identify vulnerable people who are having – or who are at risk of having – their homes invaded by drug gangs.

The campaign explains what cuckooing is, who might be vulnerable and provides residents with a number of ways of safely reporting it.

Uniform has produced hyperlocal posters, direct mailers, digital and urban artwork to give communities the confidence to identify and seek help for people vulnerable to, or victims of, cuckooing.

Some of the campaign creative

Uniform’s Creative Strategist, Erika Anderson, said: “The driving insight for this campaign was very simple, and very human. People in these communities know who is at risk. Certain faces and names come to mind when they hear the word ‘vulnerable’.

"They have a gut feeling that’s right, but it was staying in their gut. Our strategy for this campaign worked hard to give them the ability, opportunity and motivation to act. Empowering them to trust their intuition wasn’t the best way - it was the only way.”

Tori Hywel-Davies, communications lead at Merseyside Violence Reduction Partnership, added: “Uniform has created a powerful hyperlocal campaign that looks and feels right for our target audience.

"The emotional approach and appeal to residents to understand ‘cuckooing’ and to trust their gut to ‘know who’ is at risk, and then feel they can safely report it anonymously, has been carefully considered and very well crafted. As this is a pilot campaign, we hope its success will see it rolled out in other relevant Merseyside boroughs.”