Jersey creative agency Freedom Media and the States of Jersey Police have won three awards in the Chartered Institute of Marketing’s 2020 Marketing Excellence Awards for their consent campaign ‘I know you will get caught’.
The campaign encouraged more victims of sexual assault to come forward, disclose their cases and seek support.
The campaign won the categories of Marketing Campaign of the Year, Best Content Marketing Campaign, and Best not-for-profit/Charity/Social Marketing Campaign. This campaign raised awareness of Jersey’s new Sexual Assault Referral Centre (SARC) for current and non-recent survivors of rape and sexual assault; communicated changes to the law on rape and sexual assault; and tackled the rape myths that impact a jury’s decision-making. It also targeted 18-35-year-olds who use dating apps, agree to sexual acts and then change their minds, following a rise in reports of sexual assaults from ‘hook-ups’ on dating apps.
Before SARC opened in late 2017, the only way rapes and sexual assaults could be reported was directly to Jersey Police. As a result, many people did not come forward. Following the campaign, the average monthly recorded number of visits to SARC increased by 49% and the number of sexual offences reported to the police increased.
The campaign was launched at the same time as a change in the Sexual Offences (Jersey) Law, which provides greater protection for victims of any gender. Until the law was passed in 2018, male rape was not recognised. It also clarified the law on consent, particularly for cases involving alcohol or drugs. The campaign needed to address the many issues that had been revised and communicate them to the public.
To be successful, this campaign also had to challenge inaccurate assumptions. A commonly held myth is that most victims of rape will try and fight off their attackers, whereas, in reality, most victims show little physical resistance to the attack and ‘flop’. Another myth is that rape is a crime of passion. It is a crime of power and control.
Being tasked with developing and creating a campaign about consent and busting myths about rape was both a challenging and sensitive task for the creative team at Freedom Media. It was a collaborative approach from the start, not just with the States of Jersey Police, but with all stakeholders including community groups.
Alison Fossey, Superintendent, States of Jersey Police said: “From concept to its execution this campaign was innovative and most importantly it achieved results. Although we are heading in the right direction, there is still much to do. Thank you to Freedom Media for their professionalism, and sensitivity towards this subject matter when developing the campaign. It is an honour to receive this recognition from the National CIM Awards.”
Hannah Shellswell, Creative Director, Freedom Media said: “To have worked on a campaign that has made an impact is very rewarding and it is an honour to be recognised in this way by the Chartered Institute of Marketing. To win in three categories, including the overall ‘Marketing Campaign of the Year’ amongst competition from international marketing agencies and global brands is something we are very proud of. Thank you to everyone who played a part”.
Now in their eleventh year, the CIM Marketing Excellence Awards illustrate the range of creative talent from in-house teams and agencies in the field of marketing, submitted before the pandemic in 2020.
Chris Daly, CIM CEO added: “Receiving a CIM Marketing Excellence Award underlines the talent and innovation within the Freedom Media marketing team”.
Main image: Jersey Police – I know you will get caught. Image courtesy of Freedom Media
