Essex Police - Coronavirus Frauds are Increasing

About

Essex Police is a territorial police force responsible for policing the county of Essex, in the east of England, consisting of over 1.7 million people and around 1,400 square miles. It is one of the largest non-metropolitan police forces in the United Kingdom, with over 2,900 police officers looking after 1,720,000 residents.

Problem

At the very start of the UK wide national lockdown, Essex Police wanted to send an urgent message to the community. To be seen by as many people as possible and to last for 3 weeks. Time was of essence.

Plan of Action

Print - Pear arranged the speedy printing of 100,000 leaflets, unusually produced as a full colour A4, attention grabbing was needed.

Distribution - Premier Network of Supermarkets across the Essex county, brands including Morrisons, Tesco, Sainsbury’s, Co-op, Asda, Lidl and Aldi, a total of 301 stores, all exclusive to Pear, the only places that could be visited during the lockdown.

Outcome

Pear was recommended by Essex County Council. From the initial contact to the first batch being distributed was 2 weeks. This was a huge success, Supermarkets being the only places that remained open during the national lockdown and the only place that people visited. The Campaign gained some really great store reactions with some managers are asking for the print to be put out and displayed on the tills so more people took them home. We even had people queuing at 2 metre intervals to take the print from the display stands! Our reporting team then showed that 99% of the 100,000 leaflets had been picked up by the end of the third week that the campaign ran for. The campaign was so successful that we were called upon again to conduct further Marketing campaigns for Essex Police.