Safer Exeter multi channel advertising campaign - Best Purpose Driven Campaign Winner - Program - The Independent Agency Awards 2023

Campaign Summary:

Program was appointed by the Safer Exeter Partnership to develop a city centre awareness campaign to tackle sexual harassment towards women in Exeter by encouraging bystanders to intervene safely, diffuse situations and prevent harassment.

A survey conducted by the partnership found that, out of 1500 women and girls who participated, 86% felt unsafe when walking alone at night in Exeter. The campaign was developed in response to this shocking statistic.

We devised a multi-channel campaign featuring tailored creative with bold, disruptive typography and messaging to capture attention, incite action and attitude change and offer free, expert-led bystander training.

The campaign, targeted primarily at men aged 18-35, was implemented across a variety of highly visible outdoor sites across Exeter city centre, including in cinema and gyms, bus stops and the Exeter City football club, as well as on social media (LinkedIn, Facebook, Instagram and Twitter).

As an agency, we are focused on Positive Impact Marketing so this campaign was closely aligned with our values and mission: to create a better tomorrow for people, planet and community.