The Government has appointed M&C Saatchi to its estimated &£6m crime reduction advertising business following a three-way pitch. The agency beat Fallon and Euro RSCG London to the account.
The appointment of M&C by COI Communications is part of the Home Office’s anti-social behaviour campaign to reduce low-level crime, such as nuisance neighbours, vandalism and begging. This follows the launch of the Anti-Social Behaviour Act in January.
M&C’s brief is expected to be a focus on regional press and direct marketing to educate people on what constitutes anti-social behaviour. It will also aim to educate people on how to tackle the problem by reporting it to the relevant authorities.
The agency is responsible for the Home Office’s memorable “Could you?” campaign for its Metropolitan Police recruitment campaign.
The Anti-Social Behaviour Act is seen as one of the Government’s flagship pieces of legislation, bringing in a raft of new powers for the police, local authorities and the community. This includes power to disperse groups of more than two people in areas that have been designated as anti-social “hot-spots”; power to put nuisance tenants on notice that unless their behaviour improves they could face eviction; and also the tightening of the law on carrying air guns in public.