Met Police launch new counter terrorism campaign

LONDON, UK – 07 March 2017.  The National Police Chiefs Council yesterday launched ACT (Action Counters Terrorism), a new strategy designed to encourage the public to play a part in helping tackle the terrorist threat facing the UK.

ACT includes branding, a new website on the Gov.UK portal, two podcasts available across a number of formats, posters and films made by Sassy Films. The films are being promoted on YouTube and Facebook, and the NPCC has also bought ad space on Google against certain key terms.

The campaign was launched at an event in Manchester yesterday morning, and media were briefed under embargo on details of the campaign, including the statistic that 13 potential terror attacks have been foiled by British police in the past four years.

Pippa Eames, NPCC campaigns manager said: "We were very mindful that counter-terror comms have covered off some very targeted and some very broad campaigns over the years, but we wanted something to pull it all together... with all the counter-terror messages, what we want people to do is act."

The model of having one over-arching campaign to summarise various messages was similar to the Department of Transport's long-running Think campaign.

Research for the campaign was undertaken by media agency MediaCom, which produced quantitative and qualitative research on public attitudes towards counter-terror policing. It found that while 73 per cent of people are concerned about terrorism, 26 per cent said they might not report suspicions because of fears over wasting police time, 29 per cent because of being worried their suspicions were wrong, and 39 per cent due to being unsure what suspicious behaviour might look like.

For more details, please contact Anna or Mike at Sassy:

anna@sassyfilms.com          | +44 (0) 7814 971 960         | +44 (0) 208 905 2345

michael@sassyfilms.com    | +44 (0) 7838 182 837         | +44 (0) 208 905 2345