Home Office.
The Home Office is the lead Government Department for immigration and passports, drugs policy, counter-terrorism and Police. As one of the oldest Government Departments, we have been working with them since early 1998, helping them to develop a strategy to unite 20 organisations around one identity. We have also developed a wide range of social impact campaigns tackling social issues such as drug abuse, domestic violence and anti-social behaviour.
Give respect, get respect.
15% fall in the levels of anti-social behaviour across the UK with citizens 69% more likely to take personal action.
Audience.
We all know somebody who has suffered problems with anti-social behaviour - from noisy neighbours to thuggish behaviour and vandalism. According to an official Government count in September 2004, anti-social behaviour occurred every two seconds: 66,107 incidents a day.
Challenge.
It wasn’t long ago that people didn’t know what an ASBO was, yet now the term is stamped on the nation’s consciousness. It's a household expression, synonymous with tackling bad behaviour. Our brief was to create a campaign brand, message and communications programme designed to tackle the UK’s toughest social issue, where the brand is central to improving society for the better.
Insight.
Our in-depth research led to the insight that respect is a two-way street. This resulted in a strong, emotional, message-driven brand aimed at stakeholders and the public alike. We followed this through with a wide-ranging communications programme. The brand has become a symbol of change that has improved the quality of people’s lives in Britain.
Result.
There has been a 1126% increase in people winning Taking a Stand Awards for their personal commitment to tackling anti-social behaviour, a huge 180% increase in Demotion Orders and a 105% increase in Parenting Contracts. The voice of Respect has been heard loud and clear. Check out the Respect web site.
We now have a statement of purpose.
Over £300,000 of procurement costs saved.
Audience.
Victims of crime, teenage trouble makers, jury panels, visa applicants, passport control, defendants, and accused – we’ve all experienced the long arm of the law. Many of us don’t realise that the Government Department that tries to protect us from any of these issues is the Home Office. The Home Office is the oldest Government Department and its policies touch all our lives.
Challenge.
Public perception showed there was a clear need for the Home Office brand to reflect the new values underpinning its work. Whilst invigorating the brand with a new look and feel, the Home Office also needed to enable different parts of the organisation to communicate about their particular areas of work, without going off brand.
Insight.
The Home Office was seen as faceless and bureaucratic - an image that reflected its structure rather than its message. Its seven aims could be neatly summarised with the words, ‘build a safe, just and tolerant society,’ which would act as a statement of purpose. We created an identity to visually express the changing culture, values and performance of the Home Office.
Result.
The Home Office now has a no-nonsense brand architecture which will not unravel over time or become fragmented by the creation of sub brands. Internal communications made the new brand rules stick. In the first year over £300,000 was saved due to centralised procurement.