Combatting radicalisation with a hard-hitting film and digital strategy.
Safer Devon
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Project overview
Radicalisation is happening in our communities.
Devon County Council's Safer Devon division commissioned us to create a powerful awareness campaign to show the signs to spot, of someone who could be in danger of being radicalised.
Video concept and storyboard
From script to reality.
Aware of the sensitive topic and the need to create a hard-hitting video campaign to raise awareness, we decided to get straight to the point.
We wanted to target anybody who could prevent this happening. This meant young individuals, as well as parents and carers of those vulnerable to being groomed, with an underlying powerful warning message alongside.
Using a strong combination of actors, voiceovers, sound and lighting effects, and a real location, we successfully scripted and created an atmospheric and intense depiction of the reality of radicalisation – and more importantly the subtleties of what to look out for.
The results
A socially radical blend of exposure.
Using a mix of Facebook, Instagram, X, YouTube Pre-Roll, Google Search, Awareness Cards and Awareness Posters, we made sure that as many carefully targeted people were able to view the Safer Devon Radicalisation Campaign as possible within the agreed budget.
By pushing the video through digital channels, we saw online views exceed 250,000, resulting in excess of 3,000 visits to the website over a 4 month period. This combined with the offline campaign has gone a long way to help prevent radicalisation in Devon.
Due to the success, the collateral is being used nationally by many other authorities including: Action Against Terrorism (ACT), Counter-Terrorism Policing UK, Metropolitan Police, West Yorkshire Police, and Dorset Police.
