IPA Effectiveness Awards 2007: Silver Award - Scottish Executive

Title: Continuing the fight against drug dealers
Client: Scottish Executive
Agency: The Leith Agency
Authors: Richard Marsham, David Amers, Claire Wood, The Leith Agency
Media used: Out of home, PR

In a nutshell: The "Drug dealers don't care" campaign prompted a 73 per cent recall, a 429 per cent increase in call volumes, and the seizure of more than £2 million worth of drugs.

Summary: Scottish Executive and Crimestoppers wanted to attack the menace of drug dealers by encouraging the public to provide actionable information about dealing in their local area. Using innovative qualitative research, the campaign theme "Drug dealers don't care" was identified as the most powerful approach. The campaign consisted of local and national press, bus sides, 48-sheets, six-sheets, Underground posters, bus ticket media, beer mats and washroom posters. Overall, the campaign prompted 73 per cent recall, 5,600 actionable calls, a 429 per cent increase in call volumes over the campaign period, and the seizure of more than £2 million worth of drugs. Leads generated have so far led to more than 700 arrests.

Judge's comment: This is an inspiring story for showing the real difference an effective comms campaign can make. Faced with an almost impossible task, the way the strategic insight was brought to life was incredible. The scale of effect, in terms of the number of calls made by the public and the seizure of over £2 million of drugs, was very impressive. It was really heartening to see such an effective strategy serving a community so well.

Richard Davis director, RD Squared; formerly head of procurement and development, Premier Foods.