Every summer youth crime increases in London, so local councils organise activities to keep young people occupied. The objective here was to raise awareness about these positive activities and drive web traffic to the council’s youth site.
Understanding Behaviour to Craft a Response
Youth research showed an association between weapons and violence, and gaining respect. So our approach addressed this directly, with a simple, directive headline that worked with the visual to question what ‘respect’ meant. Images showed creative activities, such as DJ-ing, through which young people could gain respect and self confidence. The look was high impact, using graffiti and young people to draw interest.
Results: During the campaign the council saw a significant increase in unique visits to their youth website amp.uk.net