Media Displays Media Displays on Facebook Media Displays on Twitter Media Displays on YouTube Media Displays Blog
case studies
back back to listings
A Digi-Van working for Yorkshire police departments Operation Impact Case Study

Objective
To actively promote Neighbourhood Policing, demonstrate the operational benefits in tackling crime, whilst providing public reassurance and building confidence within the local communities.

Target
The Digi-vans were used for this outdoor advertising campaign, due to their capacity to display content on a large LED outdoor display and their ability to move to several locations within a day. The general public in North, West and South Yorkshire as well as Humberside, were targeted with a highly visible campaign during a 30-day period. The key messages highlighted the strong relationship between localised policing strategies, the deployment of more officers on the ground and a major onslaught on all aspects of crime throughout the 30-day campaign. The Ad-vans acted as the conduit between the Police and the general public, in raising awareness and getting messages to hard to reach segments of the market by using a highly visible outdoor display.

Content/Copy
Using the Digivans, content and copy was tailored to both local and general issues. During the campaign, Shannon Matthews was allegedly abducted, within minutes the Digi-vans were re-deployed to various target areas, to assist with gathering vital information, by showing images, descriptions of clothing and the Police hotline number via the large outdoor TV screen. Operating in streets and at major road junctions, the Police could deploy the Digi-vans and their street screens to various locations, where there was significant interest. Operation Impact was unique, with copy and content changes virtually every day and some days, dependent on the location, copy could be changed 4-5 times per day ready for display on the advans' outdoor TV screens.

Results
Operation Impact resulted in 2 primary objectives, firstly to increase good communications, with reassurances to the General Public and to provide quantifiable Policing results, these were highlighted by the 4 regional Police Forces.

West Yorkshire Police announced:
"More than £1m in drugs, stolen goods and assets and 117 weapons have been recovered in the first ten days of Operation Maximum Impact. In the first 10 days there were more than 6,000 arrests during the four regional force initiative, which involves West Yorkshire, South Yorkshire, North Yorkshire and Humberside Police".