Crimestoppers Illicit Tobacco Campaign

Objectives

The supplier will deliver a 10-week national campaign aimed at changing public perception of illicit tobacco. It will also provide channels through which to report potential criminal activity relating to the importation, storage, supply and sale of illicit tobacco. This will provide a "test and learn" opportunity to gauge the effectiveness of the messaging. If successful, consideration will be given to running further campaigns.

Deliverables

The supplier will

• Develop a digital first campaign.
• Craft compelling messaging with an easy read call to action.
• Design creatives to present different strands of the issue.
• Produce a suite of assets as part of the campaign including:
• 6 static tiles
• 2 social carousels
• 1 radio ad (script)
• Develop a campaign landing page on Crimestoppers-uk.org including core messaging and call to action for reporting with a link to the anonymised reporting form.
• Create a briefing pack to assist the amplification of the campaign through Crimestoppers' network of contacts and stakeholders.
• Approach the 43 police forces that the supplier works with to support the campaign
• Garner support by sharing the briefing pack with 800+ stakeholder organisation, nongovernmental organisations, commercial entities and business partners.
• Use existing Home Office contacts to further amplify the campaign through their network.

The supplier will forward reports generated by the campaign to the customer using the mechanism covered by the existing agreement between the supplier and customer. The customer will have discretion to use the reports as it sees fit.