Northern Ireland Fire and Rescue Service: We're the target, you're the victim - IPA Effectiveness Awards Case Study 2007

Brief Description: This paper explains how Ardmore Advertising deployed a phased, unique advertising and communica-tions strategy in order to drive down attacks on fire fighters in working class areas of Northern Ireland and reduce incidents, injuries, damage, and costs borne by the public themselves. The campaign created the strapline 'We're the target, you're the victim', held a media launch and engaged with key community leaders. It also used TV, radio, ambient, press and outdoor advertising, as well as direct marketing and PR activity to target their audience. This campaign reversed trends and injuries. There was a decrease in damage, costs were saved and objectives exceeded. It achieved over 60% reductions on key metrics and an investment return of 300% ;---(TAGS)--- Full Title: We're the target, you're the victim ; Number: 2007/43 ; Brand Name: Northern Ireland Fire And Rescue Service ; Client: Northern Ireland Fire And Rescue Service ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Health & Social Services (Emergency services) ; Agency: Ardmore Advertising ; Author: Stephen Roycroft, Karalyn Smith ;