Thames Valley Police has initiated a crucial campaign aimed at addressing non-contact sexual offenses. Working with Cheshire agency TMC, the initiative targets young adults between the ages of 18 to 24.
- The campaign, named ‘It Does Matter!’, was strategically launched during Freshers’ Week to highlight the significance of reporting offenses like exposure and voyeurism.
- TMC’s involvement included conducting research on target audiences and forming advisory teams comprising academics, psychologists, and police representatives.
- Racheal Fudge from TMC emphasized the alarming personal relevance of these offenses within their team, leading to the creation of impactful narratives for the campaign.
- The collaboration resulted in the development of a dedicated website and social media presence to facilitate behavior change and awareness.
Thames Valley Police, in collaboration with TMC, has unveiled a campaign focused on educating and empowering victims to report non-contact sexual offenses. This initiative seeks to address crimes often deemed less serious, such as exposure and voyeurism, by reinforcing their importance through targeted awareness efforts.
The campaign, titled ‘It Does Matter!’, was introduced during Freshers’ Week, an event that draws many young adults aged 18 to 24. This timing was intentional to effectively engage with the demographic most likely to benefit from increased awareness of these issues. By collaborating with TMC and campaigner Lisa Squire, whose daughter was tragically murdered by a sexual predator in 2019, the campaign gains a poignant and urgent context.
TMC played a pivotal role in this initiative, undertaking comprehensive research on the target audience and facilitating focus groups. A project advisory team was formed, including notable figures such as former Secretary of State for Education and Skills, Baroness Morris, alongside psychologists and police representatives. Their combined expertise ensured that the campaign’s messaging was both compelling and informative.
Racheal Fudge, Project Director of Social Impact for TMC, highlighted the campaign’s pertinence, noting that many team members related personally to the offenses being addressed. This personal connection fueled the creation of a series of compelling talking head films, where team members shared their experiences or those of their colleagues, providing an authentic voice to the campaign’s message.
To bolster the campaign’s reach and engagement, TMC developed a unique visual identity along with a dedicated website and social media content. According to Mel Reedman, Community Engagement and Campaigns Manager at Thames Valley Police, the partnership with TMC was invaluable, harnessing strategic insights and creativity to effectively bring a sensitive issue to the forefront.
This campaign marks a significant step forward in raising awareness and encouraging the reporting of non-contact sexual offenses among young adults.
