Safer Streets

Based on audience insights, we created the campaign ‘You’re on your own mate’ calling on men to recognise and call out inappropriate behaviour amongst their mates.

To capture and present the issue, we teamed up with TryLife and developed a powerful film capturing the problem in everyday situations so viewers could identify and recognise the behaviour in their own communities and how they could call it out.

As a man to man campaign, Out of Home advertising was targeted in locations where incidents of harassment were occurring such as on the streets of Darlington and in town pubs, creating ‘teachable moments’ – a reminder that this kind of behaviour is not okay.

Social content and media relations were key channels in terms of reach. We developed a suite of social assets that were geotargeted through paid social channels to raise awareness and amplify key messages. The campaign sparked debates and online conversations around this important societal issue resonating with many but also showing that the campaign was just one step towards behaviour change and there was still work to be done.