Liverpool City Council - 0043 `Respect Yourself, Respect Your Community` Campaign

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28/02/2006

`Respect Yourself, Respect Your Community` Campaign

Following the successful `Respect Alcohol, Respect Yourself` pre Christmas campaign, Citysafe are working once again in partnership with local radio station Juice FM.  A two week `Anti Social Behaviour Awareness` campaign hit the air waves on Tuesday 28th February and closed on Tuesday 14th March 2006.

The main aim of the campaign was to raise awareness of Liverpool City Council's Anti Social Behaviour reporting helpline number - 0151 233 3018.  In addition the aim of the campaign was also to look to more innovative ways of tackling the problems of Anti-social behaviour on behalf of communities in Liverpool.

Campaign Details:

  • 2 weeks of `Voxpops`(sound bites) were evenly rotated and broadcast 10 times per day advertising the helpline number and were endorsed with the `Respect Yourself, Respect Your Community with Citysafe and Juice FM`.  All voxpops featured a wide spectrum of age, class, gender etc giving their opinions on how anti-social behaviour can affect them and their community.
  • 2 weeks of on-air promotion was also broadcast. DJ Simon Greening directed listeners to a micro-site which detailed FACTS and INFORMATION about Anti Social Behaviour taken from the Home Office official website on www.respect.gov.uk.   Listeners who gave the correct answers were in with a chance to win prizes.
  • Listeners were also encouraged to complete an on-line questionnaire devised by LASBU (Liverpool's Anti Social Behaviour Unit) and JMU (John Moores University).  The questions were based in relation to community members' views of anti social behaviour in their community. A grand prize of a trip to London for a family was offered to encourage different generations of listeners to participate.  More than 170 `unique` questionnaires had been completed.
  • The intention is for JMU to analyse results of completed questionnaires.  This in turn will enable LASBU to target their resources more effectively and more equitably across Liverpool's diverse communities.    

Outdoor activities to promote campaign included

  • Juice FM `crew` distributed 7,000 flyers across the city
  • E-flyer was sent to Juice FM VIP club members (4,000)
  • A further 3,000 flyers were distributed across to all Liverpool City Council One Stop Shops, Libraries and Leisure Centres   

For further information on the campaign contact:

Mike.andrews@liverpool.gov.uk or Sandra.roscoe@liverpool.gov.uk

Citysafe london flyer (PDF [1.3Mb] opens in new window)


 




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