Design Consultancy
The Team
Juilan Grice
020 7089 5801
julangrice@theteam.co.uk
www.theteam.co.uk
The Challenge
Anti-social behaviour, whether it is from noisy neighbours or street vandalism, is an issue that affects people’s lives and prevents the renewal of disadvantaged areas. The Government committed itself to tackling anti-social behaviour in 2003 and formulated the Respect Task Force to strengthen respect for values shared by most citizens: consideration for others, civility and good manners.
The Brief
The Team was briefed to create a brand that would appeal to two very different audiences. The many agencies responsible for delivering services and interventions to combat anti-social behaviour at street level, including local authorities and the police, needed to be inspired, and every UK citizen, particularly those in hard-to-reach areas, needed to be engaged. Rather than deliver lessons in civics or threats, the positioning and tone of voice needed to be fair, balanced and empowering.
The Design
With a tone of confident leadership and messages focused on the role that every individual can play in re-engineering communities, the brand uses a strong, emotional and message driven approach. Bold use of colour with strong typography creates a direct, positive visual language. Simple iconography presents the opportunity to break the cycle of deprivation and creates a sense of energy reflecting the spirit of the initiative. The Team created the overarching identity as well as an action plan, a guide to enforcement and a campaign toolkit, award materials and leaflets targeting local citizens.
The Results
Since the launch of the project in September 2005 there has been a 15% drop in levels of anti-social behaviour perceived by the public. People living in 94% of local authorities feel safer and less threatened. Citizens are 69% more likely to take personal action in reporting anti-social behaviour. Since the introduction of a publication designed to help the wide range of professionals tackling anti-social behaviour, there has been a 180% increase in Demotion Orders (which remove tenants’ right to buy when they have behaved anti-socially) and a 105% increase in Parenting Contracts, where parents voluntarily agree to work with the authorities to address the behaviour of their children.
