Children’s Hearings - Panel membership

Michael Kemsley

If understanding your audience is the principal step to advertising effectiveness, then this case proved the point.
Agency: BarkersAuthor: Michael Kemsley

Children's Hearings — Panel Membership

BACKGROUND

This paper explains how Scotland's Children's Hearings system has used advertising to inspire and motivate local people in local communities. The Children's Hearings system works not only with offenders but with children who have been neglected or abused.

For several years the number of people applying to join Panels had been in desperate decline. The future of the system hung in the balance and morale among those in the field was low. An urgent call to action was required that would strike a chord with people from...

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