Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
Riitta Koivisto - Rikoksentorjuntaneuvosto
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Public polling identified a perception gap<br />
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•<br />
Nationally, total crime has fallen by 25% since 1997<br />
– However public polling shows that 60% of adults believe crime<br />
has increased nationally<br />
Your chances of becoming a victim of burglary are at<br />
their lowest in 20 years<br />
– However burglary is still the crime that adults feel most at risk<br />
from<br />
Critical Success Factors<br />
•<br />
•<br />
•<br />
Must contain a number of products and processes that can form actual<br />
deliverables<br />
For each CSF we need to identify:<br />
– what is already available / what are we already doing?<br />
– what more can we do?<br />
– what needs to be done to make this happen?<br />
Evaluation - Always set the criteria at the beginning, not at the end of a<br />
campaign<br />
Who<br />
Who<br />
Where<br />
Where<br />
When<br />
When<br />
Insight<br />
Strategy<br />
Strategy<br />
The strategic approach<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
•<br />
Statement of Purpose<br />
– what is the overall aim?<br />
Definition<br />
– what do we actually mean?<br />
Context<br />
– what other Government initiatives are relevant?<br />
– how does it fit with the overall strategic plan?<br />
Components<br />
– what elements need to be achieved to achieve the purpose?<br />
– These are Critical Success Factors (CSFs), i.e. measurable<br />
outcomes which provide a structure.<br />
Products and Processes<br />
Target audience - Who?<br />
– Professionals / Voluntary groups / Offenders / Members of the public?<br />
– Prioritise these in order of importance<br />
What are we trying to do?<br />
– Education / inform/ train<br />
– raise awareness<br />
– Change behaviour<br />
– Strengthen relationships<br />
How ?<br />
– Toolkits<br />
– Training packages and courses<br />
– Leaflets /poster / media campaigns<br />
– Guidance / handbooks<br />
Distil the data into a media buying currency<br />
Insight<br />
Vehicle Crime Burglary Robbery<br />
Urban centres<br />
London, Midlands<br />
& North<br />
Nov-Jan<br />
People need reminding to take<br />
defensive action at the key<br />
moment<br />
‘Optimum moments’<br />
Students, Low<br />
income households<br />
North West, Yorks.,<br />
London & Humberside<br />
There are certain<br />
types of houses around<br />
here at risk, mine<br />
is one of them<br />
Down my street,<br />
in my home<br />
School kids, Students<br />
& Young Professionals<br />
London, Birmingham<br />
& Manchester<br />
Summer 05 Pre & Post Xmas<br />
Thieves strike at<br />
certain times<br />
Optimum mode<br />
(time and place)<br />
7
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