ACT! Action Counters Terrorism: Transforming the way the British public think of the uneventful everyday, where nothing is a hard won victory

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

Campaign details

Brand: National Counter Terrorism PoliceClient: Police Federation of EnglandAgency: AMV BBDO

Summary

The difference between success and failure in foiling a terrorist plot can hinge on a seemingly innocuous fragment of information that crystallises otherwise random events into a detectable threat.

Counter Terrorism Policing came to us with a challenge - how to encourage a public who don't perceive the threat of terrorism to be an immediate part of their lives to feed these vital nuggets of information into the counter terrorism machine.

We learned about the realities of the terror threat, spoke...

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