Sussex Police | StreetSafe
Video production and advertising campaign to encourage StreetSafe reports in Sussex
Project team
Working to improve the safety of residents in the Sussex area with the StreetSafe service
Sussex Police approached Blue Frontier to conceptualise and execute a campaign aimed at encouraging local Sussex residents to engage with their latest initiative ‘StreetSafe’ – a service where individuals can report locations in their local area where they feel unsafe.
The marketing and production team at Blue Frontier were tasked with conceptualising, casting, filming and editing a video suitable for social media to subsequently be used by our advertising team to run a targeted campaign aimed at encouraging reports through the service.
| Deliverables | Video Production, Paid Advertising |
| Platforms | Snapchat, Meta |
| Sector | Public Sector |
Conceptualising, planning, filming and editing a fit-for-purpose ad
Before we could create an advertising campaign, we needed an idea. Our production team brainstormed concepts to present to the client – once we found the best fit we got to planning. The production team storyboarded and created a shot plan for the approved concept and started to source actors to take part in the video as well as suitable locations for filming. Our aim was to include a variety of ages and ethnic backgrounds to make the video as inclusive and relatable as possible.
The goal of the video was to make residents, particularly women, feel empowered to send in reports by highlighting the emotional impact of feeling unsafe in their local area.
We held 3 night shoots in 3 different locations. One of the challenges of filming for this campaign was finding locations that felt suitable for the message we were trying to get across but that didn’t put our crew or participants at risk. With clever camera angles and timings we were able to shoot a video that felt hard-hitting and emotive but that didn’t affect the safety of our team.
Once our 3 planned shoots were complete, our editing team complied all of the footage and create the first iteration of the final video. After going through different rounds of feedback internally and with the client we completed the video and made it fit for advertising.
impressions from the campaign’s Meta ad
link clicks from Meta ads in 1 month
of all StreetSafe reports nationally across 43 police forces
increase in StreetSafe reports in a 30 day period
Launching a targeted advertising campaign on social media
Our specialist advertising team built a strategy around running ads on specific social media platforms in order to more effectively target the client’s main demographic of 16-25 year old women.
The team opted to advertise on Snapchat and Meta (Instagram and Facebook) and built a targeted audience that we felt would resonate the video most. We ran 2 campaigns in conjunction – brand awareness and traffic. Each campaign had different goals and ultimately encouraged an exponential increase in reports after just 1 month of running.
We actively reported on the success of the campaign and continued to make optimisations to gain the best results possible in the short time we were able to run the campaign.