Northern Ireland Fire and Rescue Service - We’re the target, you’re the victim

Stephen Roycroft and Karalyn Smith

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen.
Agency: Ardmore AdvertisingAuthors: Stephen Roycroft and Karalyn Smith

Northern Ireland Fire and Rescue Service – We're the target, you're the victim

BACKGROUND

Senseless, deadly madness; perpetrated regularly by groups of elusive, cynical, disobedient, often violent youths. A difficult marketing challenge.

In this paper we demonstrate how a phased, unique advertising and communications strategy connected at every level of the community, with differing messages; driving down attacks on firefighters in specific working class areas of Northern Ireland; seriously reducing incidents, injuries, damage, social, and economic costs – costs borne directly or indirectly by the public themselves....

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