Focus - The focus of my campaign is hate crime
- Hate crime is a crime which goes unreported and unrecorded, and victims often
don't report hate crime, or have a fear of reprisal or shame from being a victim of
hate crime. As well as this, many victims of hate crime feel uncomfortable
reporting the crime due to the stigma surrounding hate crime
- This campaign will help to bring awareness to victims of hate crime to help them
identify what hate crimes are, and empower victims to encourage them to report
hate crimes if they see them or are victims of the crime.
- This campaign was inspired by George Floyd, who was a victim of a hate crime
due to his race. There are thousands of hate crimes which happen each day, and
the majority of these crimes go unreported and unrecorded, leaving victims
without justice. This shows a serious threat towards our society and shows how
hate crime needs to be stopped.
Aims - Increase awareness of hate crime to encourage those who are victims to speak
up and report it
Raise money to help those struggle from hate crime
Objectives - Produce leaflets which highlight hate crime. Aim to give out 1,000 leaflets in total.
In order to achieve this, ask the headteacher of the school to give out leaflets.
This ensures it reaches the target audience of secondary school pupils. Aim to
distribute 200 leaflets per day.
- Produce merchandise to help raise money for hate crime victims so that they can
get the full support they need. Aim to sell 100 hoodies, 100 tote bags and 100
wristbands. In order to achieve this, research different manufacturers, and create
a website to sell merchandise on. This ensures that people can buy the
merchandise online. Aim to sell over 50% of products to ensure break even and
profit is made
- Produce social media adverts to highlight hate crime. Aim to promote the advert
to 50,000 people. Use social media analytics to target people who are aged
16-25. This ensures it reaches the target audience via social media platforms
which can educate people who may be victims of hate crime or are witnesses of
hate crime may use (e.g Instagram). Deliver adverts to 5,000 people per day.
Justification - I have selected this particular under-reported/hidden crime because there is a
lack of awareness of hate crime and the level of public awareness is only at a
moderate level. There has been a greater level of awareness over recent years
from increased media attention and coverage, however some victims may not be
able recognize hate crime or may be unable to report.
- Some statistics to support my justification for the campaign is that hate crime has
increased by 11% following 2019, and this is still set to rise, yet there is still more
unreported and undetected crime which is still going on.
- A tragic case linked to this crime is George Floyd, who died due to a racially
motivated attack from a police officer in 2020. This racially motivated attack and
murder highlighted the on-going nature of hat crime, and reinforces that it is still a
major problem in our society which needs to be brought to more people’s
attention so that they are able to report it and not keep it unrecorded or
unreported
Target - Following the evidence within my justification, I have chosen my target audience
audience to be I have chosen my target audience to be young people aged 16 to 25, who
are both male and female. This is because I want to firstly educate this age range
on hate crime and prepare them for a society in which hate crime is already so
prominent. As well as this, the target audience means that both genders are
being supported from hate crime, and will help out people from different races,
, religions, ethnicities, etc.
- The first method is leaflets - these will be used to reach victims with more
condensed information. Even though not all people in my target audience may
pick up and read a leaflet, some people may still read the leaflet who may know
someone who is a victim of hate crime. Leaflets can have condensed information
on them, and so it will be easier for victims to find out about the campaign and
seek support through the leaflet if they were to pick one up. By having an
alternative to online methods, which some people may be unable to access due
to possible restrictions from their offenders or shame, this increases the likelihood
of a victim of picking up a leaflet and reading it.
- The second method is merchandise. The merchandise will be unisex, and will be
able to be purchased by anyone. The clothing will be available in different sizes
to accommodate everyone in different sizes. The sale of merchandise means that
victims have the choice to buy merchandise or not. It may be likely that victims do
not have the chance to buy merchandise, however it may be likely that people
who follow and support the campaign will buy the merchandise, leading to victims
being able to find out about the campaign through other people wearing and
using the merchandise
- The third method is social media. Millions of people in the UK use social media,
including my target audience. If my target audience is able to use social media
and have access to the internet, they may be able to use social media to find out
more about my campaign, and then gain the necessary support they need. The
use of social media means that victims do not need to talk to anyone in real life,
and can use online methods to contact people via email, direct messaging, phone
calls, etc, and this can ensure that if any victims are scared to talk to anyone in
person, they can speak to someone online.
Methods Leaflets
and - The first method we will use to promote the campaign is leaflets. The purpose of
Materials the leaflets is to spread more condensed information onto one source which will
inform someone on hate crime - what hate crime is, how to spot hate crime, how
to report it, how to support someone who may experience hate crime and to
ultimately spread awareness of hate crime. Some advantages of leaflets are the
fact that they can contain contact number, websites, imagery, condensed
information, statistics, and more. This is beneficial as it leads to people being
able to use the leaflet to its potential due to its condensed nature, and someone
can find all the information they need on the leaflet. Another advantage is that
they are relatively cheap to produce in bulk. This is beneficial as it can lead to
more leaflets being printed at a lower cost per unit. Another advantage of leaflets
is that someone can pick them up as a physical item, and do not need the
internet to see them. This is beneficial as it means that potential victims who may
be unable to gain access to the internet are able to use the leaflet to seek the
right support.
Merchandise
- The second method we will use to promote the campaign is merchandise. The
purpose of merchandise is to sell items, which could include hoodies, cups and
tote bags, for the purpose of helping to promote the campaign. It encourages
people to buy something for a good cause, and ensures that by buying a piece of
merchandise, it will go to a good cause. Some advantages of merchandise are
the fact that they can continue the image of the campaign. This is beneficial as
someone may likely use a piece of merchandise even when the campaign is
over, which will still encourage some awareness of the cause of the campaign.
Another advantage of merchandise is the fact that there may be an increased
participation from people as they are encouraged to donate in order to receive
merchandise. This is beneficial as it benefits the customers as they are able to
