Joint Enterprise - July 2010 - January 2011
The MPS has launched an awareness raising campaign to educate young people aged 13-15 about the risks of being charged under joint enterprise.
We aim to educate young people about the risks of playing a role in any serious crime, which could lead to them being charged with the same crime as the main perpetrator under joint enterprise. We also want to ensure our wider audience is aware of our continued commitment to tackle knife and gun crime.
The campaign has been phased from mid-July to end of September 2010 and with an additional burst of activity in December 2010. Prior to the summer school break in July, we distributed the interactive film 'Choose a different ending' on DVD. The online version of the film (hosted on You Tube) was extremely successful as part of last year's anti-knife campaign. Street teams representative of our audience were used to distribute the DVDs to help widen its reach and also to talk to them about joint enterprise.
Two 30 second radio advertisements were also created to further educate young people about joint enterprise. Each advert features a character who talks about their involvement in a murder, although they did not commit the actual murder themselves. The radio ads ended with the stark warning that “If your presence, knowledge or actions lead to a murder you’ll be charged with murder under Joint Enterprise.”
Additionally we partnered with Choice FM to feature an on-air DJ advertorial to deliver our message.
The second phase of the campaign aims to engage young people through an interactive online film which is available at www.facebook.com/whokilleddeon
The interactive story highlights the risks of getting involved with weapons using the ‘who did it’ idea and opens on the scene of the murder. It uses the ‘who dunnit’ idea to show how five characters are all guilty of the murder. There are then 6 characters films to choose to view- and we see the story unfold. Each story shows a different connection to the murder and why the character was charged by the police for murder even though their involvement may appear to have been minimal. Only one of the characters has no involvement in the murder and is shown cooperating with the police.
Advertising across relevant online sites, targeted youth TV channels and radio were used to drive young people to the film and interact with it.
The third burst of activity takes place from 13 December 2010 - 9 January 2011. This activity looks to build on success of activity throughout the summer period and the continued operational need to discourage young people from getting involved in violence and carrying of weapons.
To help maximise the reach of ‘Who Killed Deon’ we will be distributing the film in DVD format via street teams who will help to disseminate the messages.
Traffic is being driven to the online film, housed on Facebook, through radio and online advertising.
A new edit of the film telling the 6 character stories in one film has been released and aims to re-engage current fans and create discussion. Status updates and Facebook polls will also be used to engage new fans / visitors to the page.
- Who Killed Deon? Try again...
- Youth Violence Radio Advert 1
- Youth Violence Radio Advert 2
- Youth Violence Choice FM radio advert