HOME OFFICE / 101

After research revealed that 70% of calls made to 999 were inappropriate for the emergency services, the Home Office decided that an alternative number for ‘non-emergencies’ was required.

We had to create and implement a brand that helped fix the new number in the minds of the public as securely as the number 999.  The key was to make the branding information based.  As a result, the new number appears with a checklist of issues that are suitable for 101 calls.

The campaign was implemented across a variety of media, including door-drops, 48-sheet posters, bus backs, community television and a website.