Leicestershire Police: Using video to deliver a vital message

Client: Leicestershire Police / Demontfort University / University Of Leicester

Scope: Video

Understanding the client

A complex project with multiple stakeholders and safeguarding considerations, this video was part of a wider campaign called ‘You’re right, that’s wrong’, designed to highlight and ultimately reduce unacceptable behaviour and language from male students towards females.

Gathering insights and expertise

Produced with feeling and meaning with a vitally important message, this was not a typical corporate, customer-facing video. Working in collaboration with all stakeholders to understand the intended audience and their social media habits, it was edited for the ‘TikTok generation’, using language and techniques appropriate to the target viewer.

Collaborating to meet objectives

Two separate videos were planned, executed and delivered by our specialist video team. One filmed people having an open conversation – a thought-provoking format, delivered in a safe space, filmed in a raw style showing the equipment being set up. The other was a more conventional vox-pop format, speaking with students on campus and edited together as separate clips.

Both formats required careful planning and cooperation to tackle a sensitive subject. All participants including vox-pop subjects were asked for consent and bhecks undertaken to ensure suitability. All messaging was vetted by multiple stakeholders to ensure every possible aspect was genuine, ethical and appropriate.

Delivering added-value results

The end result was two thought-provoking videos that tackled a complex, sensitive subject with emotion and consideration. Produced for a very specific audience, our video team showed their flexibility in delivering content that was very different to a conventional corporate video, but which met the clients’ objectives through creativity and video expertise.

The videos were promoted by stakeholders via social media promotion and advertising, including paid partnerships with popular social channels.