CHILDREN'S HEARINGS SYSTEM Campaign: Children's Hearings Client: Scottish Executive Agency: Barkers Scotland Principal author: Michael Kemsley With contribution from: Emma Taylor, consultant Media used: Radio, press
Scotland's Children's Hearings system works with young people who may have offended, been neglected or abused. It concentrates on the welfare of the child and puts decisions into the hands of everyday people.
The campaign encouraged people from a broad cross-section of the community to sit on children's panels. Inviting people to sacrifice their free time without pay is no mean feat.
A product-based campaign and a new set of brand values engaged a wider audience and emphasised benefits. Panel responses rose by 374 per cent between 2001 and 2002 on an increased media spend of £78,821.
"This paper is compelling because it deals with an important social matter that doesn't appear to lend itself to being marketed. The authors were determined to prove it could be and to demonstrate the strength of the campaign idea and the quality of its execution. The evidence is well presented and the case well argued. The paper is written in a straightforward and informative fashion. Happily, it doesn't fall into the common trap of being self-congratulatory. In short, a good and uplifting read."
- Martin Runnacles, business development director, Presky Maves.