Thames Valley Police has initiated a crucial campaign with TMC to address non-contact sexual offences.
- The campaign aims to educate and empower young individuals, particularly 18 to 24-year-olds, to report non-contact sexual offences.
- Lisa Squire, whose daughter was tragically murdered, is an active campaigner, collaborating strongly on this initiative.
- TMC’s multifaceted role includes examining attitudes, facilitating focus groups, and forming an advisory team of experts.
- Significant emphasis is placed on creating impactful visuals and messages, with personal stories contributing to the campaign’s authenticity.
In a concerted effort to address non-contact sexual offences, Thames Valley Police, in collaboration with Cheshire agency TMC, have launched a crucial campaign targeting young people aged 18 to 24. The initiative is notably spearheaded by campaigner Lisa Squire, who brings personal experience and dedication after the tragic loss of her daughter to a sexual predator while she was at university. The campaign seeks to educate and empower victims, encouraging the serious reporting of incidents such as exposure and voyeurism to provoke police action.
TMC played a significant role in shaping the campaign’s strategy and execution. The agency undertook comprehensive research to understand the target audience’s attitudes, facilitating focus groups to gather insights. Furthermore, they established a project advisory team composed of academics, psychologists, and law enforcement representatives, such as former Secretary of State for Education and Skills, Baroness Morris. This collaboration was instrumental in tailoring the campaign to effectively address and resonate with the audience.
Racheal Fudge, Project Director of Social Impact at TMC, highlighted the importance of the campaign, noting its relatability across their team. The creation of a series of poignant ‘talking heads’ films, featuring TMC team members recounting personal or observed experiences of such offences, adds a layer of authenticity and urgency to the campaign.
Additionally, TMC developed a comprehensive visual identity and messaging approach, including a dedicated website and social media content designed to engage and educate the public. As Mel Reedman from Thames Valley Police stated, the partnership brought together strategic insight and creativity crucial for tackling such a sensitive topic. The campaign, she notes, wouldn’t have achieved its current powerful impact without these combined efforts.
The campaign by Thames Valley Police and TMC stands out as a crucial step in addressing non-contact sexual offences through education and empowerment.
