FREEDOM OF INFORMATION REQUEST
Request Number:
F-2010-00584
Keyword:
Operational Policing
Subject:
Domestic Violence
Request and Answer:
This is to inform you that the Police Service of Northern Ireland has now completed its search for the
information you requested. The decision has been taken to disclose the located information to you in
full.
Question
Could you provide in j peg format, all posters, images and banners that were created by the PSNI to
highlight Domestic Violence in Northern Ireland. Also include total cost of the creation of these
posters and banners.
Answer
Please see attached below the final proof Domestic Abuse posters. Unfortunately we are unable to
provide these in jpeg format.
The Police Service of Northern Ireland in 2007 set up a focus group with a number of external
agencies including Women’s Aid and the Department of Health, Social Service and public Safety to
examine the possibility of developing a Domestic Abuse advertising campaign. A number of
meetings took place to identify the issues to be profiled during the campaign.
At the meetings a number of themes regarding domestic abuse were discussed e.g. who is effected,
young, old, male, female, victim, perpetrator etc. It was decided the campaign would target victims of
domestic abuse with a message to encourage greater reporting.
Domestic Abuse is an under reported crime and it was felt that the advertising campaign should look
at this aspect and consider the nature of domestic abuse, that it tends to have a cyclic nature, which
generally includes physical abuse at some stage.
A number of concepts using a generic line ‘
Domestic abuse can only stop when you report it’ was
adopted as the campaign strap line.
The campaign provided an opportunity to reflect the wide-ranging nature of domestic abuse and be in
step with the position promulgated by Association of Chief Police Officers (ACPO).
A number of concepts were designed around what had been discussed at the focus group meeting.
A Domestic Abuse Regional steering Group and other interested parties were kept informed by
Community Safety Branch of the PSNI campaign and they were supportive of the initiative.
The design concepts of the campaign aimed to highlight the following:
• Repetitive
cycle
• Hidden nature of domestic abuse due to associated stigma
• Abuse can take different forms
• Non-gender
specific
It was decided that the advertising campaign which would last four weeks would initially target the
areas that have the highest level of domestic related incidents. (North and East Belfast, Craigavon,
Lisburn and Foyle).
The campaign would have a four-tiered approach – this included adshels/Shopper Lite advertising,
on the side of telephone boxes and drip mats.
The first advertisement campaign went live on Monday 16 July 2007 throughout the five areas. This
was supported by a press release and a number of television and radio interviews.
The cost for the development concept including four finished artwork treatments, photography, model
fees and outdoor production of the advertisements was £11,677 - this also included the research.
The concept designs have proven to be very cost effective as they have been used in a total for four
advertising campaigns with the most recent held in December 2009.
If you have any queries regarding your request or the decision please do not hesitate to contact me
on 028 9070 0164. When contacting the Freedom of Information Team, please quote the reference
number listed at the beginning of this letter.
If you are dissatisfied in any way with the handling of your request, you have the right to request a
review. You should do this as soon as possible, or in any case within two months of the date of issue
of this letter. In the event that you require a review to be undertaken, you can do so by writing to the
Head of Freedom of Information, PSNI Headquarters, 65 Knock Road, Belfast, BT5 6LE or by
emailing [email address].
If following an internal review, carried out by an independent decision maker, you were to remain
dissatisfied in any way with the handling of the request you may make a complaint, under Section 50
of the Freedom of Information Act, to the Information Commissioner’s Office and ask that they
investigate whether the PSNI has complied with the terms of the Freedom of Information Act. You
can write to the Information Commissioner at Information Commissioner’s Office, Wycliffe House,
Water Lane, Wilmslow, Cheshire, SK9 5AF. In most circumstances the Information Commissioner
will not investigate a complaint unless an internal review procedure has been carried out, however
the Commissioner has the option to investigate the matter at his discretion.
Please be advised that PSNI replies under Freedom of Information may be released into the public
domain via our website @ www.psni.police.uk
Personal details in respect of your request have, where applicable, been removed to protect
confidentiality.
iolence Helpline on
Call 0845 600 8000 or the
24 hour Domestic V
FREEPHONE 0800 917 1414 In an emergency call 999
iolence Helpline on
Call 0845 600 8000 or the
24 hour Domestic V
FREEPHONE 0800 917 1414 In an emergency call 999
iolence Helpline on
Call 0845 600 8000 or the
24 hour Domestic V
FREEPHONE 0800 917 1414 In an emergency call 999
iolence Helpline on
Call 0845 600 8000 or the
24 hour Domestic V
FREEPHONE 0800 917 1414 In an emergency call 999
