Objective: To raise awareness among young people (especially young men) of their rights if they are Stopped and Searched, and also to explain how the process works and what to expect from the Police.

Strategy: A unifying approach across all ethnic groups, with a single core message based on rights. Research showed that young people had very little awareness of their rights, but were also often cynical about government or official messages. The strategy was to provide simple, rational information of genuine value, in a style that people would find credible and authentic. This was designed to move people’s engagement with the issue from an emotional, antagonistic level to a more rational, ‘normalised’ level that in the long run would help the police engage with communities more effectively and efficiently.

Campaign: The campaign was built around the thought “Know your rights. Pass it on” designed to encourage word of mouth, so that the key facts could move from peer to peer. The lead medium was radio, using a selection of musicians and artistes to communicate the message in their own voice. These included Jay Sean, Ty and Shystie and Narstie - diverse artistes with credibility. The campaign was backed up by a specially created website, online peer group marketing using the Xtaster network, PR, specialist press and selected TV initiatives.

Results: The campaign was tracked using pre and post quantitative research. Results were very positive with significant increases in recall and of the specific messages relating to knowing your rights generally, and of specific rights. The campaign helped raise levels of knowledge about the Stop and Search process as a whole. It was also seen as being clear, convincing and informative.