TORONTO POLICE SERVICE
Account Management, Strategy, Art Direction
Live Client Brief & Pitch
A bold and culturally relevant social awareness campaign aimed at reducing youth violence in the GTA. Designed to break through typical PSA messaging and genuinely resonate with youth.
Conducted extensive research on youth violence and developed a comprehensive strategic report. Pitched the campaign concept to the Toronto Police Service and led its creative direction.
CLIENT BRIEF
Raise awareness & reduce gun violence
Encourage a youth movement
Promote community safety and well-being
Build trust in TPS' Neighbourhood Community Officer Program
PROBLEM
The problem of youth violence has escalated in the GTA, with gun violence, break
and enters, and carjackings threatening public safety and community well-being.
RESEARCH
The research shows a direct link between poverty and violence.
The GTA map shows high-risk areas of violence which informs the campaign's strategic placement.
TARGET AUDIENCE
Youth who are at a pivotal stage in life, caught in the transition to adulthood. At this crossroads, the choice between violence and a better path looms large in their minds.
This campaign aims to reach them before it's too late - and to show them that another path is possible.
STRATEGIC FRAMEWORK
This campaign looks to Scotland as an example.
The Scottish Violence Reduction Unit (SVRU) shifted their strategy towards a Public Health Crisis approach, focused on prevention, rehabilitation, and long-term strategies.
This means nurturing the lives of youth - providing access to extracurricular activities, better education, career opportunities, and social programs.
THE CAMPAIGN
BIG IDEA
The phrase “My Come Up” is common amongst the 17-21 age group. This tagline reaches youth through their language and culture.
OOHs
Features a bold, bright graphic style reminiscent of urban street art. Unlike typical PSA campaign visuals, the visuals stand out as artistic posters, capturing youth's attention in Toronto.
Each OOH poster highlights individual success stories of youth engaged in their passions, from hobbies to vocations to skills.
The CTA motivates youth to pursue their passions over violence and connects the Toronto Police Service’s role in building a safer, stronger Toronto.
OOH PLACEMENT
Strategic placement in high-traffic public spaces, commuter corridors, public transit, parks, malls, and streets.
MY COME UP - WEBSITE
Accessible via QR code on OOHs.
1) Real Toronto Youth Success Stories
2) Access to Resources
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Links to programs, supports, and initiatives of TPS and other community organizations across Toronto and the GTA
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Promotes ongoing efforts of TPS
3) Youth Violence Information
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Aligns with TPS’ service of education
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Raise awareness of public safety issues
SOCIAL MEDIA
This video concept has the potential to be further developed into a video series sharing the come up stories of Toronto youth.
Cross-platform rollout:
Instagram, TikTok
EXPERIENTIAL
To enhance the impact and longevity of the campaign, TPS can integrate experiential marketing to make a real impact on the lives of youth.
These experiences will have a tangible impact on youth - helping them develop skills, access resources, and build networks for personal growth.
CAMPAIGN STRATEGIC SUMMARY
