Campaign Media Awards 2009: Best Public Sector and Charities Campaign

Title: It Doesn't Have To Happen
Duration period: June 2008-March 2010
Media agency: Manning Gottlieb OMD
Media director: Andrew Mortimer
Account director/media planner: Kat Hughes
Creative agencies: Rainey Kelly Campbell Roalfe/Y&R, Uproar!
Creative directors: Damon Collins (RKCR/Y&R), Sam Brown (Uproar!)
Account directors: Nick Fokes (RKCR/Y&R), Julian Davis (Uproar!)
Account planner: Megan Thomson
Client: The Home Office
Brand/product: Knife Crime
Marketing director: Sharon Sawers
Media/brand managers: Emma Roberts, Laura Trendall

Knife crime is a vicious cycle - young people are afraid of being attacked, so begin to carry knives from fear. The Home Office wanted to break this cycle, but was faced with a tough audience that is largely resistant to government messages. Manning Gottlieb OMD came up the strategy of borrowing gang behaviours to drive the communications strategy. The agency ran a series of workshops with young people who had experience of knife crime, who came up with the "It Doesn't Have To Happen" brand. Launched on Bebo, and with viral and radio ads, young people have said the campaign would make them less likely to carry knives - the first step in effecting a shift in behaviour. The campaign was particularly praised by the judges for its bravery.

Title: COI Diplomas Duration period 29 September 2008-12 October 2008
Media owner: Global Radio
Media agencies: Starcom, Naked
Business director: Dominic Woolfe, Starcom
Account directors/media planners: Samantha Colegate, Ed Southerden
Business manager: Sonia Carozzi (Global Radio)
Client: Department for Children, Schools and Families
Brand/product: n/s
Marketing director: n/s
Media/brand manager: n/s

The Department for Children, Schools and Families Diploma is a new qualification for 14to 16-year-olds combining practical and theoretical learning. Wanting to ensure that the diploma didn't seem like just another set of letters, Global Radio was given the task of establishing it as a sexy learning option. The company brought the DCSF Diploma proposition to life by offering work placements at its network of stations, including Xfm. Those who won these places then served as ambassadors to spread the word to their contemporaries. As a result, more than 31,000 young people engaged with the campaign via blogs, vodcasts and workshops, with awareness of the DCSF Diploma radio promotion higher than that of any other medium.


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