Bystander Intervention Campaign wins at South West CIPR Awards
A campaign to help tackle harassment against women and girls in Exeter has won a major accolade. The Exeter-based marketing agency Program saw off competition from around the country at the Chartered Institute of Public Relations (CIPR) PRide Awards.
The Bystander Intervention campaign was run in partnership with the Safer Exeter Partnership. It encourages safe and skilful intervention in harassment situations and included eye-catching advertisements across the city.
Practical advice was displayed at gyms, bars, cinemas, bus stops and on billboards. The initiative saw ‘intervention training sessions’ at the University of Exeter which were led by Dr. Rachel Fenton and Nate Eisenstadt from Kindling Interventions.
The campaign went on to see Program win Gold for ‘Public Sector Campaign’ at the CIPR PRide awards.
‘We are beyond delighted to have won the award for Best Public Sector Campaign at the CIPR PRide Awards,’ says Caroline Orr, Marketing Director at Program.
‘As a largely female-led team working with positive impact brands, this cause was very close to our hearts. It’s really pleasing that the campaign’s success in supporting the Safer Exeter Partnerships’ vital work has been recognised at this level.’
‘Intervening safely’
The two-month campaign featured practical advice to help people who see harassment happening to be able intervene safely.
The campaign kicked off with a projection stunt of the campaign creative on the side of the Topshop building in the city’s main shopping district, Princesshay.
‘I am delighted that the Program team have won this award for their exceptional campaign,’ says Peter Scargill, Director of Commercial, Residential & Campus Services at the University of Exeter and Chair of the Exeter Community Safety Partnership.
‘It once again reflects the excellent collaborative working by all of the partner organisations within the Exeter Community Safety Partnership, and has made a hugely positive impact in helping to make our streets safer and benefit the city’s night time economy.’
The CIPR regional PR awards celebrate the work delivered in vibrant PR communities across nine UK regions and nations.
The CIPR judges said the project was ‘a well-structured, well-thought-through campaign that effectively tackled a sensitive topic. Clear measurable objectives were produced at the outset and this campaign delivered on every single one.’
Intervention Skills Training
The evidence-based campaign was delivered in response to a recent study from UN Women, which found that in the UK, 71% of women have experienced sexual harassment in a public space.
The ‘Intervention Skills Training’ team consulted on the campaign content to ensure it aligned with best practices and delivered maximum impact to target audiences city-wide.
Program’s campaign, led by Creative Director Chris Noble and Account Manager Leah Erdbrink, stood out amidst strong competition. Program CEO Dan Pritchard praised the team’s dedication, emphasising the positive impact achieved through effective partnerships.
‘I couldn’t be prouder of the hard work and dedication of the team,’ says Dan Pritchard, Program CEO.
‘Effective partnerships are hard to achieve, but to develop and implement this campaign, which smashed its targets and had such a positive impact in a short space of time, is testament to the commitment of all the partners to make a real and lasting impact.’
Community Safety Partnerships are statutory arrangements bringing together a number of organisations, including: councils, police, probation, health and fire services.
Responsibilities can include working to reduce crime, disorder, substance misuse, anti-social behaviour and re-offending.
The Safer Exeter Partnership is made up of organisations including Devon County Council, Exeter City Council, Devon and Cornwall Police, University of Exeter, Devon and Somerset Fire Service, Royal Devon University Healthcare NHS Foundation Trust and community groups, working together to tackle antisocial and criminal behaviour.
Image provided by Program.