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