A Safer Preston

In addition to their overall ‘respect our city’ campaign, aimed at generally raising awareness of civic pride and acceptable behaviour, the Safer Preston Partnership also required a specific campaign aimed at a particular problem for the town – that of graffiti. In an open pitch, A&P were delighted to consolidate our position with this client.

The Brief

To create a campaign aimed at young people, emphasising the fact that graffiti is not cool and harmless, but is in fact a crime, which can leave you with a criminal record if convicted.

The Concept

The problem with this campaign was that while the message had to be hard hitting with an instant impact, clearly the target group were not the sort of people who liked being told what to do, or who responded well to authority.

We got around this by using impactful messages, but framing them in a graffiti style, giving them visual impact and avoiding the look of authority. A clever play on words also helped to get the message through, using humour to break down the barriers.
The end result was a striking campaign, which the target group could easily relate to, yet which also carried a very straightforward message that pulled no punches.

The Production

The ‘Tagg it and you’ll get Court’ campaign was launched to around 1000 young people at an under 18’s night held at Lava nightclub in Preston. The evening was themed to highlight the consequences of graffiti crime and encourage youngsters to take responsibility for their neighbourhood. Special Taggit t-shirts were produced for the event and given away to support the campaign. Street Dancing act Nemesis, also seen on Britain’s got Talent, also performed on the night.

The campaign will now be rolled out with posters and flyers around the city.