Counter Terrorism Policing: Extreme Measures

Counter Terrorism Policing, a police and intelligence collaboration, reframed the role of the police and changed the media narrative to tackle radicalisation in the UK.

Campaign details

Brand: Counter Terrorism PolicingBrand owner: UK GovernmentEntrant company: AMV BBDO, LondonMarket: United KingdomSector: Military & emergency servicesMedia channels: Online video, Public relations, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

This is a paper about extremism. About how a deeper understanding of our audience led to a reframing of the conversation around radicalisation. Driving behaviour change when it mattered most.

But it is also a case study about doing more with less. About how a communications strategy can succeed with no...

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