Citizen Security Programme Ministry of National Security
Behavioural Change, Communication Strategy, Digital Media, Workshops, Events, Public Awareness, Human Interest Documentary Series, Movies, Educational Campaign, Educational Programs, Youth Programs, Nationwide Competition, Media Relations
Audience: General Public, Underserved Communities, Media, Key Stakeholders
We developed a multi-level behavioural change and public awareness campaign that revolutionized existing strategic approaches.
Instead of top-down educational communication strategies and traditional/digital media and channel mix budget allocation, we used the money to create real change on the ground and to produce a prime time 3 x 9-episode TV series and 3 movies.
Our strategic focus was on relevance, credibility, authenticity, real life impact and accessibility.
Overview of all tactical elements:
•3 TV Series (9 episodes each)
•3 Movies
•Guerilla messaging in underserved communities
•Community workshops
•Youth development activation series in underdeveloped communities
•Beautification projects in underserved communities
•National Youth creative competition
•Digital and traditional media campaign
At the heart of the campaign were the TV series and the 3 movies that ran nationwide for free in cinemas, and in underserved communities.
We selected the stories of 3 real life persons with relatable life challenges and gave them a platform to share their life, their stories, their challenges.
At the heart of the campaign were the TV series and the 3 movies that ran nationwide for free in cinemas, and in underserved communities.
We selected the stories of 3 real life persons with relatable life challenges and gave them a platform to share their life, their stories, their challenges.
1. A police officer and single mother that lives in an underserved community.
2. A single mother caught in the cycle of abuse.
3. A convicted murderer and father of a disabled child, that turned his life around and is now a pastor and social worker.
True to the human condition, the 3 movies travelled organically beyond our borders, beside sparking meaningful discussion across social media, they were of high relevance in other Caribbean Islands, in parts of the United States, Canada and even Croatia, where they won multiple film awards.
“From Gangsta to Pastor”
“I don’t call it ghetto”
“Breaking the cycle”
Before starting our community engagement, we seeded powerful messages across all underserved communities to initiate the conversation.
Shortly after we started with our work on the ground, we offered different multi-day youth workshops in underserved communities across the country in the fields of painting, writing, music, photography and videography.
Multiple community activations with older, more influential members of the community discussing ideas on how to improve their environment and give their youths a different and better perspective in life.
A nationwide competition invited the youths to express themselves.
Traditional and digital media supported the effort.
