Riitta Koivisto - Rikoksentorjuntaneuvosto

Judith Scheepstra - Know what to do when it comes to violence
Know what to do...
This is one of the commercials the citizens of Holland have been seeing on tv this summer. My story for this
afternoon will be about how this clip came about and what the results of the campaign it was a part of are so
far. I will also tell you about what I think are important features of this campaign and about the process by
which it was developed.
How it all started
It all started in November 1997 when Jacqueline de Jong narrowly escaped from being crushed to death
under two fighting men in the streets of Rotterdam. She had been enjoying a night out with her husband and
they were walking along the street when they saw something shiny lying on the pavement. The husband
kicked it away like he would have an empty packet of cigarettes or a soda can. The thing turned out to be a
cigarette lighter and before the couple knew what was happening, they were in a fight with two guys who
announced themselves as being the owners.
When finally the fight was over and Jacqueline was sitting on the sidewalk, she noticed that she was being
filmed. In spite of her yelling: “Stop filming and help us!” they kept on filming. Other people passed by in the
street, but no-one stopped to help. Jacqueline was shocked and felt abandoned, degraded.
Surviving this violent incident sparked in her the creative force that was later turned into the Meld Geweld
(Report Violence, http://www.meldgeweld.nl) campaign. How could bystanders be mobilised to do
something? What could they be mobilised to do?
Working together: three tips
Some years later the Stichting Meld Geweld (Report Violence Foundation) put in a request to the Dutch
government to financially support a national campaign. They had already been campaigning in Rotterdam
and now wanted to advise all Dutch citizens what to do in case of violence on the streets. Around this time
the Ministry of Justice and the Ministry of the Interior and Kingdom Relations (BZK) had just established the
Platform Tegen Geweld op Straat (Platform against street violence).
In the summer of 2001 and 2002 we urged Dutch citizens to do the following when being confronted with
street violence:
• Dial 112 (the national phone number for life threatening emergencies);
• Memorise the features of the suspect;
• Help the victim.
This was done through media like tv, radio, pamphlets at post offices, large posters at bus stops and train
stations, freecards and cinema ads and a ‘lesbrief’, special material to be used in school.
Majority of Dutch says it made a difference
In 2001 some of the effects were (youth is 13-17 years of age, adult is 18+ years of age):
• 52% of Dutch citizens say they know more than before the campaign about how to act in case of street
violence;
• 76% of adults and 82% of youth remember to call 112;
• 29% of adults and 38% of youth remember to memorise the suspect;
• 45% of adults and 51% of youth remember to help the victim;
• The tv commercial is best remembered: by 88% of adults and 91% of youth.
In 2002 some of the effects were:
• 71% of adults and 83% of youth remember to call 112. There is no significant campaign effect;
• 29% of adults and 34% of youth remember to memorise the suspect. Here there is a clear campaign
effect;
• 41% of adults and 51% of youth remember to help the victim. Here too is a campaign effect.
Remembering the tips
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