Hate Crime has little recognition in Norfolk, yet is a serious issue for minority groups with around three out of four crimes going unreported to the police. Based on this significant statistic it is clear there is a need for an awareness raising campaign to encourage third party reporting of hate crimes across the county.
We were appointed by Norfolk County Council (who are working in partnership with Norfolk Police and the NHS) to develop an educational marketing campaign to give Hate Crime an identity and help people understand what it is and how to deal with it.
Integral to achieving this is an integrated approach to reach and connect with as many people as possible, as Helen Taylor, account manager at oneagency.co, comments: “An integrated approach is essential in raising awareness of the term ‘hate crime’ and encouraging respect for others. We need to create a multi-layered marketing voice to reach all members of society.
“We have designed and built a new website – www.hatefreenorfolk.com – to provide a hub for victims and witnesses. As well as being an information resource, this facility provides contact details for reporting including an online form and providing information on support groups and third party reporting centres. A wide-reaching outdoor campaign will be appearing around the county over the coming weeks and people will be able to hear a series of radio adverts on three local stations from today. We’ve also developed school packs to help educate the next generation.
“Our PR team has worked hard to maximise coverage of this launch to ensure people know about this important initiative. Radio interviews have been set up and on the morning of the launch, the story was the lead item on BBC Radio Norfolk.”
The campaign launch coincides with the Constabulary’s response to ‘Hidden in Plain Sight’ report about the rise in disability hate crime.
Helen concludes: “This is a truly integrated marketing communication campaign and has the whole team involved. We’ve worked with Norfolk County Council on various projects over the years and they’re always a pleasure to work with, challenging our creative thinking and marketing expertise.”
Photograph shows: Simon Bailey, Deputy Chief Constable of Norfolk Constabulary on the left and Derrick Murphy, Leader of Norfolk County Council on the right.