Take:90
By Grey - London
For The Met Police Brand Police Now
Highly Commended in category Design & Branding
In subcategory 360 Integrated Design
Project Description
Can communication help to stop Violence? This paper shows that, while we may not be able to stop Violence itself, we can stop Anger becoming Violence.
Because the difference between Anger and Violence is 90 seconds.
The UK has 1.2 million incidents of violent crime /year.
In 2017, after 5-year decline, it seemed to be on the rise - 20% increase in reported offences vs 2016.
The police were under pressure - 16% reduction in policemen on the streets since 2010.
Our client, Police Now – is a police division, developing new approaches to policing. Could communication help?
The term violent crime covers a wide range of offences from minor assaults to homicide. These are categorised in two ways: violence with - or without - injury.
Two pieces of data jumped out:
1) homicides - third consecutive annual rise in numbers
2) over half of all violent incidents were ‘without injury’ – e.g. victims with scratches, bruises
We realized communications would never be able to prevent homicides - these offences are driven by complex, deep-rooted societal factors.
But perhaps we could reduce the high-volume, ‘without injury’ incidents. If the public ‘policed’ their own behavior, police would save valuable time.
Because the difference between Anger and Violence is 90 seconds.
The UK has 1.2 million incidents of violent crime /year.
In 2017, after 5-year decline, it seemed to be on the rise - 20% increase in reported offences vs 2016.
The police were under pressure - 16% reduction in policemen on the streets since 2010.
Our client, Police Now – is a police division, developing new approaches to policing. Could communication help?
The term violent crime covers a wide range of offences from minor assaults to homicide. These are categorised in two ways: violence with - or without - injury.
Two pieces of data jumped out:
1) homicides - third consecutive annual rise in numbers
2) over half of all violent incidents were ‘without injury’ – e.g. victims with scratches, bruises
We realized communications would never be able to prevent homicides - these offences are driven by complex, deep-rooted societal factors.
But perhaps we could reduce the high-volume, ‘without injury’ incidents. If the public ‘policed’ their own behavior, police would save valuable time.
Agency Solution
We created TAKE:90.
A behavior and training initiative, anyone can use anywhere, designed to become a part of society.
Simply, it says: ‘Take 90” when you feel angry’.
Executed as 90” experiences that created a journey from anger to calm:
1) a memorable, instructive phrase - to be recalled in moments of anger
2) explain the science: so people would believe in it
3) lasts 90” – help people learn what 90” feels like
4) packaged for organisations - to embed it as a tool widely, through training
Promoted in mass media, broadcast, print and posters. In media moments and times where anger was likely (outside football matches, bus stops, playgrounds and hospital waiting rooms - each with tailored creative).
Partnerships: over 90 organisations from schools and prisons to major corporations such as Next, and Great Western Railway trained their people.
A behavior and training initiative, anyone can use anywhere, designed to become a part of society.
Simply, it says: ‘Take 90” when you feel angry’.
Executed as 90” experiences that created a journey from anger to calm:
1) a memorable, instructive phrase - to be recalled in moments of anger
2) explain the science: so people would believe in it
3) lasts 90” – help people learn what 90” feels like
4) packaged for organisations - to embed it as a tool widely, through training
Promoted in mass media, broadcast, print and posters. In media moments and times where anger was likely (outside football matches, bus stops, playgrounds and hospital waiting rooms - each with tailored creative).
Partnerships: over 90 organisations from schools and prisons to major corporations such as Next, and Great Western Railway trained their people.