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Fist of Fury takes on hate crime brief for Thames Valley Police


Leeds agency Fist of Fury has won a creative and social brief from the Thames Valley Police & Crime Commissioner, following a pitch.

The brief is designed to specifically tackle hate crime across Buckinghamshire, Oxfordshire and Berkshire.

Fist of Fury's Martin O'Toole Fist of Fury’s Martin O’Toole

Martin O’Toole, founder of Fist of Fury, said: “Without wishing to sound earnest: every once in a while, you get a brief that could actually make a real and positive difference to people’s lives. I don’t mean branding or marketing the latest convenience product or app – I mean real shit, which is affecting people in ways that many of us never consider.”

All the available research suggests that hate crime is hugely under-reported, and victims are often reluctant to come forward for fear of attracting further abuse.

O’Toole added: “This is a tough brief, as we’ve got to highlight the definition of a hate crime, as well as appeal to the apathy of witnesses, driving them to act and/or report
these crimes.

“All the while, our creative strategy must take into account the sensitive nature of the subject. It’s not a big-budget campaign, but I’m incredibly proud that Fist of Fury is involved with this initiative. Never could stand a bully after all. Cowardly little bastards that they are.”

Launched in January 2014, Fist of Fury also has a London office and works with clients including Lascivious Lingerie, Chatsworth House, CNN International and
Network Marketing.

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