Project
A UK Government agency wanted to convey that security measures in public locations are not taken lightly. Whilst they may not be obvious to the public, they are there to protect them. This also aides in deterring/ interfering with any persons wishing to do harm to the site and/ or visitors.
Challenge
As a subsequent phase of an earlier project developed by colleagues, I was tasked with continuing on the bespoke design and illustration heavy campaign highlighting several new locations as requested by the client. These locations had to be recognisable to locals and visitors, whilst maintaining the lighthearted pastel/ colourful approach of the brand balancing the seriousness of the campaign itself. The goal was not to alarm members of the public, or make them think that attacks were more likely dues to now being aware of the security measures already in place that they are now aware of. It was to reassure the public that measures are already in place and that hostiles should be deterred.
Solution
Working closely with the original designers guidelines, I researched and then created an outline of the 6 new requested locations before presenting to the client. Upon getting the green light to go ahead and complete all versions of the posters alongside various social media sized assets and digital banners for the clients website. Space was left for various department logos and branding to be applied by their comms teams.
Outcome
The client was incredibly happy with the continuation of the 6 new posters showcasing specific airports and stadiums and rolled out the assets immediately.
With research provided by the client it was suggested that the posters did strike a balance between security messaging with causing alarm:
- 88% of viewers did not feel worried and attack was any more likely
- 87% disagreed that the poster made them feel worried or alarmed
- two thirds of respondents felt reassured by the SOYS assets
One security manager was quoted as saying the following after having piloted the SOYS campaign at their venue for four weeks during a variety of events:
"It's crucial to convey a message that fosters a sense of safety among our visitors rather than instilling fear, all while deterring any potential threats. I believe that the SOYS campaign effectively strikes this delicate balance."
Assets created:
Series of social media gifs and static graphics
Print poster versions of each site
Digital versions of each site
Web banners
This project has spawned further posters series that have focussed on specific airports and stadiums, as well as different departments requesting their own versions which you may see in some UK airports at present.
