Helping the West Midlands Police better connect to young Black Communities
Building trust between law enforcement and marginalised communities, especially the Black population, was a complex task. Historical tensions and systemic issues had to be addressed delicately to pave the way for productive conversations. In a landmark partnership, the Home Office, as a crucial component of the national police uplift programme, entrusted us with a unique mission—to orchestrate a transformative campaign alongside West Midlands Police.
To tackle this challenge, we implemented a multifaceted strategy working with 20+ black influencers. Our goal was to amplify Black community voices. We divided the approach into three phases, alongside pre- and post-campaign interviews.
Phase 1 featured short Vox pop video influencers to engage young Black communities online.
Phase 2 involved longer YouTube videos by creators like WordOnThCurb, exploring key themes.
Phase 3 moved conversations offline through in-person focus groups. We concluded with interviews to gauge sentiment and assess the campaign’s impact on perceptions of the police.
Our collaboration yielded significant results: increased trust between West Midlands Police and Black communities, policy changes driven by over 2,300 conversations, and active Black community involvement in shaping the future of policing.
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