Media Factory has built a verbal identity for this campaign with the rhythm of a chanting: name Safe Citizens and slogan Lets collaborate for a safe city !
The concept Safe Citizens defines safety like an attribute which every community must own as a blazon of elected’ interest for development of the community in a peaceful climate and talks about civil society, active and participating citizenship and about consulting the citizens in politic decision-making. Choosing the slogan Lets collaborate for a safe city ! we helped one of the main objectives of the campaign that to raise the citizens participation level in the activities of the community regarding the security and public order.
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‣ Brand Strategy
Safe Citizens is an advocacy campaign sponsored by the British Embassy based on a project drawn up by the Center for Mediation and Community Security Iasi. The project on which this campaign relied on was called "What do the people we voted for the safety of Iasi?" and intended to create an effective dialogue between citizens and ATOP Iasi (Territorial Authority for Public Order) regarding: order, safety and peace of the town.
Media Factory built in totality the identity of the company: the name, the visual identity, the collateral elements of communication, the copywriting for the messages, the graphic concept and the design of all material used during for the campaign.
The objectives of this campaign were: popularization and information on the existence of a free telephonic line where problems referring to order, safety and public peace can be communicated; popularization of ATOP‘s address and profile (Territorial Authority for Public Order); to draw the attention of the target groups to problems regarding the order, safety and public peace and to convince them to take part in thematic meetings from neighborhoods (meetings through which they wish to gather information and to discuss on the problems from the area of order and public peace.
The concept made by Media Factory achieves to communicate very easily to all target groups the desired message. "We wish to transcend the barriers of communication used in the social campaigns and the transmitted message to have a high impact upon the target groups. We succeeded in formulating a strong visual and verbal message, helping the community to debate the very important and hot subjects: the security, the order and the peace in the neighborhoods" said Ciprian Dron - The Manager of Media Factory.
‣ Visual Identity
Media Factory has been chosen to build the visual identity of campaign and the communication materials of it.
The symbol text and image in a round closed form, easy to notice which suggests protection and safety. The two hands protective surrounds the circle where are projected people’s silhouettes (as a family).The campaign title completes the circle centering and focusing on people and the importance of safety in the community.
The oversized eccentrically telephone receiver draws attention to the declared purpose of the campaign, to stimulate community dialogue about the problems facing the safety and at the same time signaling the campaign phone helpline were community members are expected to call .Color combination suggests official citizens protection (ultramarine blue) and the start of a sustained activity for a peaceful and an open community (green Veronese).
ATOP - Autoritatea Teritoriala de Ordine Publica (Territorial Authority of Public Order) is an independent organism with advisory role, with no legal status, established and operating near the General Council of Bucharest, within each county council, and who operate in accordance with Law no. 218/2002 on the organizing and functioning of the Romanian Police, to ensure proper deployment and police services more efficient in administrative and territorial unit of operation.
ATOP aim is to ensure, through his activity, representation and promotion of community interests in a safe and public security climate.
