Proxy Purchase 'You're asking for it' Campaign North Lanarkshire
2017 > Ongoing
To raise awareness that proxy purchasing is a criminal offence which carries a fine of up to £5000 or three months imprisonment - or both.
To contribute towards less crime and less antisoocal behaviour in the campaign area.
Following the success of two pilot projects in 2015 and 2016 in relatively small areas the campaign was rolled out over a much larger geographical area in 2017, the North Lanarkshire region of Scotland. As in the pilot campaigns the primary audience was adults. The same creative was used and retailers were engaged and integral to the delivery of the campaign.
In February 2018 SAIP, Police Scotland and North Lanarkshire Council held an event in Motherwell the aim of which was to share the learning gained from delivering this campaign and its impact and to launch the ‘You’re Asking For It’ website www.youreaskingforit.com as a tool to support other areas to roll out the campaign. The event was attended by over 100 professionals from Police Scotland, local authorities and the industry. A key message to the conference participants was the success of the campaign was very much based on partnership working.
The Scottish Alcohol Industry Partnership
North Lanarkshire Council
Campaign packs were delivered to 302 retail outlets.
Out of home advertising deployed includes billboards, streetlight panels, advertising space on buses and at train stations, 3D pavement vinyls and pavement stencils.
Social media is also utilised, primarily Facebook.
PR activity achieves local and national media coverage in print and broadcast outlets and police activity focusses on disrupt, detect and deter.
In 2018, the campaign ran in a number of local areas, typically led by Police Scotland: Glasgow, East Dunbartonshire, Fife, Aberdeen and Moray. The aim is to achieve national roll out across the country. The SAIP event was attended by over 100 professionals from Police Scotland, local authorities and the industry. A key message to the conference participants was the success of the campaign was very much based on partnership working.
Measurement & evaluation
Evaluation reports are available on the website www.youreaskingforit.com.