Top Tips: Shocking stunt gets vital message across

Dec 15 2010 By Mark Cowan

AS stunts go, it was unusual.

But West Midlands Police are using guerilla marketing techniques to help educate young women about the dangers of getting drunk while out with friends.

The Guerrilla marketing campaign called “Stay Safe, Stay Together”, fronted by the force and created by Moo Moo Youth Marketing, was the first of its kind.

Aimed at young females, the campaign was designed to raise awareness of the dangers of sex attacks and other crimes through non-traditional and creative strategies.

It is hoped that young women in particular heed the warning to protect themselves while celebrating this Christmas.

Two actresses posing as drunken students went into Birmingham nightclub Gatecrasher.

Carrying signs warning that being drunk and alone after splitting up from friends could leave them vulnerable to crime.

Outreach Workers with the pair gave out handcuffs and stickers with the message “Stay Safe, Stay Together’.

The majority of sex attacks happen in the night time, with clear evidence that women are increasingly vulnerable after drinking alcohol and when they become separated from friends.

Insp Andy Bridgewater said the move was a unique and effective way to raise young women’s awareness of the dangers.

“Birmingham is a vibrant city for students.

“But it is also important for them to know their limits, to look out for their friends and get home safely,” he said.

“Everyone needs to be mindful that the more alcohol that is consumed, the less aware you are of your surroundings, risks and dangers.”

Actress Laura Markham, aged 24, said she found the experience an eye-opener.

“The experience revealed even the most obviously inebriated and intoxicated girl is a target for unwanted attention especially when on their own. I felt vulnerable and judged in role as a confused drunk girl, when I could have used some help and support, rather than being offered another drink and a dance with a stranger, especially when I had evidently been sick and looking dishevelled.

“The public’s reactions to the campaign varied from shock; that this real issue was highlighted before their eyes, to support of this initiative with a resounding shout of ‘stay safe stay together’ from groups of girls receiving handcuffs and stickers.”

Campaign designer, Charlotte Slater, operational director for Moo Moo Youth Marketing – a Digbeth-based youth and social marketing organisation – said: “The message is simple, safety in numbers. But I designed it so that it was communicated in a way that has never been used before through humour, shock and innovation.

“We are passionate about peer led direct intervention and it has shown yet again to be extremely successful with the 18 to 24 age range.”