Leicestershire Police and Together Agency Tackle Cocaine-Related Violence

The vibrant nightlife scene in the UK is often associated with fun, but the dark side of cocaine use lurks beneath the surface. To combat this hidden danger, Leicestershire Police and Together Agency have launched "Charlie is in Control," an innovative campaign that personifies cocaine as a manipulative figure, "Charlie," controlling users' actions and leading them towards violence and legal trouble.

Through this initiative, Leicestershire Police and Together Agency have taken a bold approach—personifying cocaine as "Charlie," a manipulative figure controlling users' actions and leading them towards destructive outcomes. According to Detective Superintendent, Jim Hatton at Leicestershire Police, “Violent crime such as actual bodily harm (ABH), assault or affray happening in the night-time economy related to cocaine use has risen by 27% over the last two years.”

The campaign's narrative dispels the myth of cocaine as a confidence booster, highlighting its link to violence and legal repercussions. Reaching out to both those unaware of the risks and individuals already in police custody testing positive for cocaine, the “Charlie is in Control” campaign aims for true behavioural change.

"'Charlie is in Control' is not just a message; it's a catalyst for positive change," asserts Lindsey Sheffield, Campaigns and Engagement Manager at Leicestershire Police. "Together agency fully grasped our brief in developing a campaign that supports the reduction and prevention of low-level violent crime in the night-time economy as a result of cocaine use."

To bring the initiative to life, Together Agency laid the foundations through extensive research, with behavioural science at the core. Force data and firsthand insights, coupled with traditional literature reviews, helped in identifying barriers and motivators influencing cocaine misuse. A behavioural psychology workshop, attended by members of the police force and Turning Point, facilitated discussions around the psychological aspects of this issue.

James Edmundston, representing Leicestershire Police, shared early statistics from the campaign, stating, "Since incorporating the Charlie material into the custody suites 9 cocaine users supported have voluntarily entered into drug treatment with Turning Point, 2 of which had never previously engaged with any support."

The campaign's effectiveness is undeniable. Reaching over a million impressions and garnering an impressive 3,489 link clicks for the comparably small target audience, the campaign has ignited a surge in voluntary referrals to Turning Point's support services.

"Through this campaign our goal is simple - we wanted to increase engagement with support services which are available to help stop cocaine use and to encourage changed behaviour. Taking cocaine can cause lasting harm. We want people affected by cocaine use to get the support and to take back control," adds Jim Hatton at Leicestershire Police.

With a modest budget and a focus on strategic messaging, the "Charlie is in Control" campaign marks a shift in how law enforcement tackles cocaine abuse and its consequences. It serves as a testament to the power of collaboration and creative communication, paving the way for safer nights and brighter futures.