18 December 2008

Regional police force to tackle Christmas drinking and disorderly behaviour through atmAd

Lincolnshire Police is to launch an innovative advertising campaign to tackle unruly behaviour during the festive season. The campaign, which goes live on December 15, will be delivered across atmAd's dynamic digital ads on cash machines.

The ads will run on high street ATMs in town centres during the evening hours, perfectly timed to reach people as they withdraw cash across 45,000 one-to-one transactions. The atmAd element is part of a wider integrated campaign running on 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 campaign will also deliver additional behaviour reminders on over 11,000 take-away cash machine receipts.

"Increasingly, organisations are making use of dynamic digital mediums such as atmAd to get across important messages in a targeted and timely manner," commented Richard Rowley, head of media sales, atmAd.

"atmAd delivers very high message awareness, so is the ideal way for Lincolnshire Police to provide its community with important advice and messaging during the festive season," he concluded.