Violence Against Women and Girls/Safety in Public Spaces
Understanding how perceptions of safety can be improved, and incidents of harassment and threatening behaviour reduced in public spaces across Cambridgeshire.
More +This campaign was delivered as part of the Government Safer Streets Initiative, which aims to make our cities safer. Call Them Out is the sister campaign to KNOW Violence Against Women and Safe After Hours.
Time to call out bad behaviour.
This campaign was designed to encourage perpetrators to change their behaviour, bystanders to challenge unacceptable behaviour, and to report unacceptable behaviour to the police.
The key outcome we wanted to see was men feeling more empowered to speak candidly to their friends about their attitudes and behaviours, and start to break down ‘lad culture’ and show people how their actions affect other people.
Created with love - and behavioural science.
The research for this project spanned four months and included a snap survey, three insights surveys, and resident interviews. The resident interviews helped us to understand how certain attitudes and actions made people feel, which allowed us to create engaging content that focused on the perpetrators and not the victims.
Behavioural science was embedded in the design process and tested with people ahead of launch.
What we did.
We worked across a range of channels to deliver this campaign, creating many different media assets to engage people, including reels and animation. This campaign appeared in local newspapers, on billboards, and featured on local radio and television. Call Them Out was also part of the Anglia Ruskin x KNOW Violence Against Women exhibition which ran in the city of Cambridge and attracted national attention.
How did the campaign do?
The campaign overall delivered over 6.7 million impressions and reached 349,224 people in Cambridgeshire. We were able to forge positive relationships with Universities, Charities, and other important organisations to work together to end violence against women.
Understanding how perceptions of safety can be improved, and incidents of harassment and threatening behaviour reduced in public spaces across Cambridgeshire.
More +Safe After Hours, is the third campaign for Cambridgeshire Constabulary which aims to tackle violence against women and girls. This campaign focused on the night-time economy, educating men on what is unacceptable behaviour in a night time setting.
More +In-depth research with Police staff to support successful implement the Leadership Development Programme and embed leadership behaviours across all levels of the Police force.
More +Research to understand public confidence in and perceptions of police visibility in Cambridgeshire.
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