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With the aim of reducing and preventing low-level violent crime in the night-time economy as a result of cocaine use, Leicestershire Police needed a campaign that resonated with their audience and would encourage a behavioural change. As well as increasing awareness of cocaine leading to violence on nights out, the campaign also needed to address users who were already in police facilities and had tested positive for cocaine use.
Local charity Turning Point can offer support for those struggling with substance abuse and are an invaluable resource for Leicestershire Police to refer users to. So, our campaign needed to also signpost the help available to those looking to make a lifestyle change and wanted the support of a charity.
From reviewing force data and footage for first hand insight to traditional literature reviews to identify key barriers and motivators affecting substance misuse, we used these insights as the basis for a behavioural psychology workshop. With attendance from members of the police force and Turning Point, we were able to discuss many of the key issues around substance misuse and the psychology behind these decisions. This included the interaction of alcohol and cocaine causing an increased likelihood of aggressive behaviour, cocaine’s association with mental and physical health issues, the disruption of self-control, and reflexive behaviour.
We used our workshop findings to inform the campaign’s strategy and creative direction, to ensure it would resonate with the target audience. This led us to our campaign output: Charlie is in control. Using the persona of ‘Charlie’ we were able to build a narrative around the perceived effect of cocaine use on a night out versus the reality.
Whilst users may believe it will boost their confidence and give them an ‘edge’ on a night out, in reality, it can increase the risk of violence and the night ending in a cell. We created a solutions landscape to identify where our campaign could have the most impact, and what insights, themes, and trends could be used within our work. We used this to create a range of campaign outputs that could be used as stills, videos, and across several platforms.
Overall, the ‘Charlie is in Control’ campaign with Leicestershire Police was a significant initiative aimed at reducing low-level crime associated with cocaine use. Through a strong strategy built on robust research and collaboration, we were able to craft compelling messaging and creative to challenge people's perceptions and encourage informed decision-making.
By humanising the drug through the character Charlie, we conveyed a powerful message about the consequences of cocaine use, urging individuals to take control of their choices. The success of this campaign highlights the importance of proactive measures in tackling substance abuse and promoting positive behavioural change. It was a rewarding project to be a part of, contributing to the ongoing efforts in drug-related crime prevention and improving community safety in the nightlife space.
