Know the Code Campaign Launch

£25,000 was initially invested in a marketing campaign - funding was largely provided by Torbay Health and Social Care Partnership and Safer Communities Torbay.

Three companies were invited to submit their ideas for a campaign to a large multi-agency panel that included young people from Westland’s School.  The company that was successful in this process was Gendall Design with a campaign called Know the Code. The panel was particularly impressed with the strong imagery, powerful messaging and Gendall’s overall approach to the campaign.

The marketing campaign initially comprised of 7 different posters, with each poster targeting a specific audience in relation to safe and responsible drinking. An additional poster relating to fire safety "if you get home in a haze, don’t start a blaze" was added to the portfolio in partnership with Devon & Somerset Fire & Rescue.

Banner stands, A-Frame Trailers, bus advertising, beer mats, carrier bags, wristbands, keyrings, pens, stickers, T-shirts, balloons and information booklets all completed the overall campaign and posters now appear in licensed premises, Torbay’s Connections offices, Doctors surgeries, schools, youth group settings and hospitals just to mention a few.

After the Launch

The initial focus of the campaign targeted the personal safety of young people with further efforts then focused on highlighting the role of parents with messages such as "how are your kids getting home tonight?" and "don’t forget when you drink, kids see more than you think"

An additional £20,000 was secured from Government Office South West as part of the Excellence & Innovation Funding.  This money funded the educational inputs into schools throughout Torbay and additional posters and merchandise.

Other authorities have purchased the campaign for use in their area with the revenue generated from selling the campaign invested in sustaining the campaign locally.