A CAMPAIGN, which uses a rowdy gang of pensioners to highlight the consequences of anti social behaviour, has been shortlisted for a prestigious national award.
The ‘Old Skool Massive’ was selected as a finalist in the Chartered Institute of Public Relations PRide Awards and beat off stiff competition from freelancers, consultancies and in-house teams across the northwest.
Created by Lancashire Constabulary’s in house Corporate Communications department on behalf of the former Safer Lancashire Partnership, the social media campaign features seven elderly characters in mock two-minute YouTube film.
The mischievous group were filmed using mobility sticks and walking sticks to cause havoc – drinking alcohol on a picnic bench, smashing glasses, spraying graffiti and causing a nuisance on a bowling green.
The viral, which was posted onto YouTube in October 2011, achieved 78,170 hits in just over a week. It was listed in the top four videos on the web by YouTube alongside videos by top artists Coldplay and Jennifer Lopez. Around 250,000 people saw the campaign and it was re-tweeted by This Morning and Cricket Commentator David ‘Bumble’ Lloyd.
Thousands of posters and postcards were handed out across Lancashire in a bid to reach as many people as possible with the message that anti-social behaviour isn’t funny.
Chief Supt Bob Eastwood, who leads on anti-social behaviour for Lancashire Constabulary, said: “It is fantastic to reach the shortlist for this prestigious award and I am delighted that the campaign has been recognised.
“The campaign was designed to be creative and thought-provoking whilst getting a very serious message across that actions have consequences. Anti-social behaviour is just not funny at any age and it won’t be tolerated in Lancashire.
“Tackling anti-social behaviour is a key priority for partner agencies in the county. We want people to take a fresh look at their own behaviour and, where necessary, make changes.”
Former Chair of the Safer Lancashire Board, Cllr David Smith, said he was delighted with the news. He added: “It’s incredibly difficult to gain people’s attention these days, particularly with the amount of information we all have access to, so to have reached more than 300,000 with this very important campaign is a tremendous achievement and I am thrilled that the group of people behind it, and the Partnership itself, has been recognised in this way.”
The judging process for the PRide Awards is rigorous with a national panel of industry experts assessing the shortlisted entries and choosing the winners. The 2012 Chairs of Judges, Gill Dandy FCIPR, Senior Consultant at The Centre for Strategy and Communication, and Chris Genasi FCIPR, Senior Consultant at APCO Worldwide, assisted in ensuring a fair and consistent judging process.
CIPR CEO, Jane Wilson MCIPR, commented: “The CIPR PRide Awards celebrate the best PR and communications campaigns and teams from the profession across the UK. To be shortlisted for a CIPR PRide Award demonstrates exemplary achievement, impact and value – immediately putting your work in the spotlight. The sheer number of high quality entries received this year, especially when things are still pretty tough out there economically, is testament to a thriving nationwide industry. Congratulations for reaching this stage and the best of luck for the awards presentation evenings.”
The winner will be announced at a special ceremony held in Manchester in November.
The video can be viewed at www.youtube.com/oldskoolmassive7.
Anyone who is concerned about anti-social behaviour can contact police on 101.