Cost of anti-terror advertising campaign Feb 2009

Mr D Littlefair made this Freedom of Information request to Metropolitan Police Service (MPS)

The request was partially successful.

From: Mr D Littlefair

20 July 2009

Dear Sir/Madam,

I was recently passed on to your department regarding some
questions I asked about the campaign described here:

http://www.met.police.uk/campaigns/count...

http://www.whatdotheyknow.com/request/85...

I previous wrote to the Home Office. I was told by Vernon Coaker
that the ACPO campaign will be debriefed and evaluated in May. This
is a wonderful opportunity to pass on the tax payer an analysis of
such a scheme and I am keen to procure myself an understanding of
its supposed benefits.

Please to this end provide me as best you can with the following
information.

* The number of calls made to the Hotline with a relative account
of exactly how much was spent on advertising to retrieve these
calls per capita. I would be grateful for any report or debreif
that considers these factors and offers any more information.

* A report on what these calls were generally made regarding.
Whether any leads were found to terrorist activity and whether
anyone was arrested or investigated as a result of the campaign
thus far. And why / why not ?

* Any data on bombings resulting from domestic production that may
have been carried out or displayed in bins, any data on terrorists
using or abusing networks of CCTV cameras that may have resulted in
this campaign being carried out.

* Finally: A report on the cost of the project and advertising
overall.

I trust you can provide me with this information without providing
(or censoring) any personal information of any party involved and
therefore without breaching the FOI remit.

I will eagerly await your reply and thank you again for your
continued time and public service.

Yours Faithfully,

David Littlefair

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Metropolitan Police Service (MPS)

22 July 2009

Dear Mr Littlefair,

Freedom of Information Request Reference No: 2009070005350
I write in connection with your request for information which was
received by the Metropolitan Police Service (MPS) on 22/07/2009. I note
you seek access to the following information:

"I was recently passed on to your department regarding some questions I
asked about the campaign described here:

http://www.met.police.uk/campaigns/count...

http://www.whatdotheyknow.com/request/85...

I previous wrote to the Home Office. I was told by Vernon Coaker that
the ACPO campaign will be debriefed and evaluated in May. This is a
wonderful opportunity to pass on the tax payer an analysis of such a
scheme and I am keen to procure myself an understanding of its supposed
benefits.
Please to this end provide me as best you can with the following
information.
* The number of calls made to the Hotline with a relative account of
exactly how much was spent on advertising to retrieve these calls per
capita. I would be grateful for any report or debreif that considers
these factors and offers any more information.
* A report on what these calls were generally made regarding. Whether
any leads were found to terrorist activity and whether anyone was
arrested or investigated as a result of the campaign thus far. And why /
why not ?
* Any data on bombings resulting from domestic production that may have
been carried out or displayed in bins, any data on terrorists using or
abusing networks of CCTV cameras that may have resulted in this campaign
being carried out.
* Finally: A report on the cost of the project and advertising overall.

I trust you can provide me with this information without providing (or
censoring) any personal information of any party involved and
therefore without breaching the FOI remit. "

Your request will now be considered in accordance with the Freedom of
Information Act 2000 (the Act). You will receive a response within the
statutory timescale of 20 working days as defined by the Act, subject to
the information not being exempt or containing a reference to a third
party. In some circumstances the MPS may be unable to achieve this
deadline. If this is likely you will be informed and given a revised
time-scale at the earliest opportunity.

Some requests may also require either full or partial transference to
another public authority in order to answer your query in the fullest
possible way. Again, you will be informed if this is the case.

COMPLAINT RIGHTS

Your attention is drawn to the attached sheet, which details your right of
complaint.

Should you have any further enquiries concerning this matter, please write
or contact KSimmons via the e-mail address at the top of this letter,
quoting the reference number above.

Yours sincerely

KSimmons
Policy and Support Officer
COMPLAINT RIGHTS

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assist with any problems.

Complaint

If you are dissatisfied with the handling procedures or the decision of
the MPS made under the Freedom of Information Act 2000 (the Act) regarding
access to information you can lodge a complaint with the MPS to have the
decision reviewed.

Complaints should be made in writing and addressed to:

FOI Complaint
Public Access Office
PO Box 57192
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SW6 1SF

In all possible circumstances the MPS will aim to respond to your
complaint within 40 working days.
The Information Commissioner

After lodging a complaint with the MPS if you are still dissatisfied with
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accordance with the requirements of the Act.

For information on how to make application to the Information Commissioner
please visit their website at www.informationcommissioner.gov.uk.
Alternatively, phone or write to:

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Wycliffe House
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SK9 5AF
Phone: 01625 545 700

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Metropolitan Police Service (MPS)

18 August 2009


Attachment Hotline FOI 20 May.xls
246K Download View as HTML

Attachment COMPLAINT RIGHTS.doc
22K Download View as HTML


Dear Mr Littlefair

Freedom of Information Request Reference No: 2009070005350

I write in connection with your request for information which was received
by the Metropolitan Police Service (MPS) on 22/07/2009. I note you seek
access to the following information:

. I was recently passed on to your department regarding some
questions I asked about the campaign described here:

[1]http://www.met.police.uk/campaigns/count...

[2]http://www.whatdotheyknow.com/request/85...

I previous wrote to the Home Office. I was told by Vernon Coaker that the
ACPO campaign will be debriefed and evaluated in May. This is a wonderful
opportunity to pass on the tax payer an analysis of such a scheme and I am
keen to procure myself an understanding of its supposed benefits.

Please to this end provide me as best you can with the following
information.

* The number of calls made to the Hotline with a relative account of
exactly how much was spent on advertising to retrieve these calls per
capita. I would be grateful for any report or debrief that considers these
factors and offers any more information.

* A report on what these calls were generally made regarding.
Whether any leads were found to terrorist activity and whether anyone was
arrested or investigated as a result of the campaign thus far. And why /
why not ?

* Any data on bombings resulting from domestic production that may
have been carried out or displayed in bins, any data on terrorists using
or abusing networks of CCTV cameras that may have resulted in this
campaign being carried out.

* Finally: A report on the cost of the project and advertising
overall.

I trust you can provide me with this information without providing (or
censoring) any personal information of any party involved and therefore
without breaching the FOI remit.

To handle each of your questions in turn:

1. The number of calls made to the Hotline with a relative account of
exactly how much was spent on advertising to retrieve these calls per
capita. I would be grateful for any report or debrief that considers these
factors and offers any more information.

We do not hold information that relates the cost per capita for the calls
to the cost of the advertising campaign. I have attached to this reply a
chart that shows the number of calls to the Anti Terrorist Hotline which
provides the monthly breakdown of calls received to the Hotline by month
from 2002/03 which is the first year that data is available for.

Since its inception in 1991 the Anti-Terrorist Hotline has received an
average of 23 calls per day.

2. A report on what these calls were generally made regarding.
Whether any leads were found to terrorist activity and whether anyone was
arrested or investigated as a result of the campaign thus far. And why /
why not ?

The Anti-Terrorist Hotline was created to enable members of the public to
report or pass on any information or suspicions about terrorist-related
activity to the police in confidence. It is open 24 hours a day, 365 days
a year.

Due to the confidential nature of the information received by the
Anti-Terrorist Hotline it would be inappropriate to discuss specific lines
of inquiry or investigations generated by calls. At times the Hotline has
seen an increase in calls. There are many reasons why this may happen
during certain periods - these may include proactive publicity campaigns
designed to raise public awareness of the hotline; media coverage of
police operations or criminal trials, either in the UK or overseas.

Section 17 (1) of the Act provides:
(1) A public authority which, in relation to any request for
information, is to any extent relying on a claim that any provision in
part II relating to the duty to confirm or deny is relevant to the request
or on a claim that information is exempt information must, within the time
for complying with section 1(1), give the applicant a notice which-

(a) states the fact,
(b) specifies the exemption in question, and
(c) states (if that would not otherwise be apparent) why the exemption
applies.

In accordance with the Act, this letter represents a Refusal Notice for
this particular part of the request. The Metropolitan Police Service can
neither confirm nor deny that it holds the information you requested as
the duty in s1(1)(a) of the Freedom of Information Act 2000 does not
apply, by virtue of the following exemptions:

Section 24(2) National Security
Section 30(3) Criminal Investigations
Section 31(3) Law enforcement
Section 38(2) Health and Safety
Section 40(5) Personal Information

If the MPS states that no calls were received in relation to one area or
that a number of calls were received in relation to another then those
seeking to plan terrorist incidents would be able to identify whether or
not their activities had been noticed by others and possibly brought to
the attention of the police. This could undermine National security, any
on-going investigations and any future investigations as it would enable
targeted individuals or groups to become aware of police interest. This
would help subjects avoid detection, and inhibit the prevention and
detection of crime.

However, this should not be taken as necessarily indicating that any
further information that would meet your request exists or does not exist.

3. Any data on bombings resulting from domestic production that may
have been carried out or displayed in bins, any data on terrorists using
or abusing networks of CCTV cameras that may have resulted in this
campaign being carried out.

It will not be possible to respond to this part of your request within the
cost threshold. It would require a search of the entire Crime reporting
system to identify those cases where there had been such a report of
suspicious packages in the street which fit the criteria outlined within
your request.

We estimate that the cost of complying with this request would exceed the
appropriate limit. The appropriate limit has been specified in regulations
and for agencies outside central Government; this is set at £450.00.
This represents the estimated cost of one person spending 18 hours [at a
rate of £25 per hour] in determining whether the MPS holds the
information, and locating, retrieving and extracting the information.

In accordance with the Freedom of Information Act 2000, this letter acts
as a Refusal Notice.

Section 17(5) of the Act provides:

(5) A public authority which, in relation to any request for information,
is relying on a claim that section 12 or 14 applies must, within the time
for complying with section 1(1), give the applicant a notice stating that
fact.

Section 12 of the Act provides:

(1) Section 1(1) does not oblige a public authority to comply with a
request for information if the authority estimates that the cost of
complying with the request would exceed the appropriate limit.

The Hotline plays an important role in the country's Counter Terrorism
strategy. Terrorists can be stopped in their tracks if suspicious activity
is passed to police. They will not succeed if people report something
unusual they have seen while going about their daily lives. No piece of
information is considered too small or insignificant.

The Anti-Terrorist Hotline enables members of the public to report or pass
on any information or suspicions about terrorist-related activity to the
police in confidence. Any information passed to the hotline is thoroughly
analysed and researched by experienced officers before, and if, any police
action is taken.

The national publicity campaign across England and Wales raises awareness
of the Anti-Terrorist Hotline and gives the public examples of suspicious
activity and behaviour. The public are encouraged to trust their instincts
and report anything confidentially to the Anti-Terrorist Hotline, where
specialist officers will take their call.

This campaign utilises London specific media: radio and press, posters at
tube and rail stations. As part of the national campaign there is also
national press and national commercial radio advertising, large outdoor
posters and advertising on the rears of buses. To ensure the campaign
reaches minority communities, there is also advertising in minority media
press titles.

The press ads seek to raise awareness of some of the items/activities
which may be needed by, or be of use to, terrorists. It asks the public to
consider whether they have seen any activity connected with them which may
have made them suspicious.

4. Finally: A report on the cost of the project and advertising
overall.

Since 1999 the Metropolitan Police Service has spent £3,392,858 promoting
the Anti-Terrorist Hotline. The Anti-Terrorist Hotline is a national
hotline, therefore this figure does not include any advertising that may
have been carried out by other police services at a local level or for
national campaigns run by ACPO TAM.

The total cost of this year's Anti-Terrorist Hotline campaign (2008/09),
including production and media spend, is £1.75million. Of this, ACPO
(TAM) contributed £1.45million and the Metropolitan Police Service
contributed £300,000.

2007/08: The media spend excluding production for the London area is
£295,313. The total media spend on the campaign across the four regions,
funded by ACPO TAM (London, Midlands, Greater Manchester, West Yorkshire)
is £900K.

2006/07: The media spend for the London area is £250K. The total media
spend on the campaign across the four regions, funded by ACPO TAM (London,
Midlands, Greater Manchester, West Yorkshire) is £600K.

COMPLAINT RIGHTS

If you are dissatisfied with this response please read the attached paper
entitled Complaint Rights which explains how to make a complaint.

Should you have any further enquiries concerning this matter, please
contact me on 0207 230 2401 or at the address at the top of this letter,
quoting the reference number above.

Yours sincerely

Gill Brown
Information Manager
<<Hotline FOI - 20 May.xls>> <<COMPLAINT RIGHTS.doc>>

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1. http://www.met.police.uk/campaigns/count...
2. http://www.whatdotheyknow.com/request/85...

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