The ‘Be Safe, Feel Safe’ campaign is a collaborative project involving Canterbury Police and the New Zealand Broadcasting School.
As a group of young students, the client was interested in hearing our thoughts on how Police could better relate to our demographic. After some brainstorming, we decided a summer safety campaign targeting festival goers was a unique idea, that impacts a large proportion of 18-24 year olds across Aotearoa.
There are three main topics covered throughout the campaign:
- Alcohol Safety
- Drug Safety
- Road Safety
The South Island's major music festivals like Rhythm and Alps and Bay Dreams are both located out of Canterbury. This means a rise in young people hitting the road, at a time where alcohol and drug consumption increases.
A key message we received from the client was Canterbury Police want to inform and educate, rather than dictate. We hope our conversational and easy-to-understand content will fulfil that promise, and inspire discussion among our target audience.