Task:
Develop and Execute of a Public Awareness Campaign for
the Citizen Security Programme, an initiative
of the Ministry of National Security of Trinidad & Tobago
Challenge:
How do you create awareness & promote change in a country with one of the highest murder rates and highest reports of domestic violence and abuse in the Eastern Caribbean?
Solution:
We developed a campaign that showed that everyone plays a role in creating these problems and in finding their solutions.
Everyone is a CITTIZEN.
We started with a teaser campaign, in underserved communities where both problems are prevalent, that highlighted strong, inspirational messages, and followed up with a consistent, repeated presence in print, out-of-home and digital channels.
Through these we reminded the public what it means to be a Cittizen.
We then captured their attention, while sparking conversations online with powerful videos.
But we didn’t limit our communication to traditional and online channels only. We also went into underserviced communities and actively conducted workshops.
Additionally, we held a nationwide competition that gave the youth a platform to voice their concerns through different disciplines: Song/Spoken Word, Photography, and Painting. The competition was held around the theme: “A day in my life”.
District ADDY Award Winner 2018 and
2020 New York Festivals Finalist Winner:
Citizen Security Programme (CSP)
Feeding the giant
