Broxtowe Borough Council
Broxtowe Borough Council had low public perception on how effectively the police and the local authority work together to address crime and disorder issues. Cartwright worked with Broxtowe to carry out a targeted campaign called Bridge the Gap to improve perceptions in the area.
The aim was to counter balance negative views regarding young people by demonstrating that older and younger people can interact in harmony and that negative perceptions only relate to a small minority of people within the area.
Cartwright devised a Bridge the Gap week, focussing on getting younger and older people together. As well as organising events and media calls in the area, Cartwright helped create a Facebook page featuring updates with lists of events, photographs and videos – as well as a call to action. Cartwright assisted with website updates and issued regular e-shot updates to schools across the borough, as well as colleges, youth groups and sheltered housing schemes. Cartwright devised a series of short films on inspiring younger and older people in the borough, which were used on the Broxtowe website and Facebook – and formed a DVD which will be used by Broxtowe in its ongoing perceptions on ASB strategy. Cartwright also delivered a targeted media campaign across print, radio and TV.
Media coverage was widespread across print, radio and TV in the Nottingham area. There was TV coverage from both Central TV and BBC East Midlands Today at an event on CCTV event during the Bridge the Gap week. Central TV also covered an intergenerational knitting and computer swap at Bexhill Court sheltered housing scheme which local school children were involved in. Overall, coverage was widespread, featuring key messages of the campaign and producing equivalent advertising spend of £36,636.88. Reach was wide ranging from primary school children aged eight to some of the Kimberley bowling team and residents of the sheltered housing who were in their nineties. There were 450 directly involved in the media campaign. It is estimated that 170,000 people would have seen or read about the campaign in the media. Total new hits to the website were 800.
In the press
Nottingham Evening Post
Beeston Express
Hucknall and Bulwell Dispatch
Nottingham Evening Post
