Lincolnshire Police tackle unruly behaviour through atmAd

Tuesday, 16 December 2008

Lincolnshire Police is to launch an innovative advertising campaign on cash machines in their region, to highlight the perils of unruly behaviour during the festive season. The campaign, which launches before Christmas, will be delivered via i-design’s third party advertising solution, atmAd.

The advertisements will run on high street ATMs in town centres during evening hours, perfectly timed to reach people as they withdraw cash across 45,000 one-to-one transactions. The cash machine ads are part of a wider integrated campaign, running across several mediums including billboards and beer mats across South Lincolnshire.

"It's easy to get unruly when in a festive mood, so this campaign aims to highlight how your actions, especially when drinking, could make the cost of your night out add up to more than you bargained for at Christmas," said Jo Toomey, Local Authority Liaison Officer, Lincolnshire Police.

"We needed a cost-effective medium that could reach our target audience when they are out celebrating on the high street. Through atmAd we can deliver our message to the right people at the right time," she added.

The advertisements will assist Lincolnshire Police in its target of reducing the level of violent crime that results from the night-time economy and alcohol. The force is working with partners and the South Lincolnshire Community Safety Partnership to tackle this issue head on.

The atmAd campaign will also deliver an additional behaviour reminder in the branded ATM receipt, some 11,000 of which are expected to be taken-away.