Home Office '101 it' by M&C Saatchi

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The Home Office is launching a non-emergency phone number as an alternative to 999 and M&C Saatchi has created the first ads to raise public awareness. Initially the £1.25m outdoor campaign will run in five pilot areas -- Hampshire and Isle of Wight, Cardiff, Sheffield, Leicester City and Rutland, Northumberland and Tyne & Wear. It will get rolled out to the rest of the country later in the year. The posters explain the new phone service's remit. This extends from fly tipping and noisy neighbours to anti-social behaviour and graffiti. The new 101 number is designed to ease pressure on the 999 service.

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Released: 20 June 2006

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101 it
Barry Mortimer, senior strategic communications manager at the Home Office
Launch the new non-emergency phone number in five pilot regions and explain its remit
Creative agency
M&C Saatchi
James Lowther
Art director
Bill Gallaher
Bridget McCann
Media agency
Media planner
Verica Djurdjevic
Alastair Thain
Photographer's agency
Bonakdar Cleary
Six-sheets, bus posters, regional press, Post Office & doctors' surgeries, TV, ATM screen ads

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