Home Office Returning Home Campaign

Rich Visions DC Case Study

Background

The Home Office leads on immigration and passports, drugs policy, crime policy and counter-terrorism and works to ensure visible, responsive and accountable policing in the UK.

The Home Office is the lead government department for immigration and passports, drugs policy, crime, counter-terrorism and police.

Brief

The Voluntary Assisted Return Reintegration Project (VARRP) was designed to assist with safe and voluntary return of vulnerable African groups who had been refused asylum in the UK. Rich Visions was engaged to raise awareness of the VARRP and the benefits for taking advantage of the opportunity. The overall aim was to increase the number of VARRP applications from the nominated communities by 20% (compared to 2005 – 2006) between December 2006 and March 2007.

To choose the appropriate media for each audience and negotiate and secure the best rates with prime positioning

Solution

Rich Visions assisted with creating marketing collaterals to convey the critical messages to the target audience and encourage people to call the Assisted Voluntary Return phone line or visit the website. We used a multilingual task force to reach out to the target audience in their environment. Our field promotions team distributed leaflets and posters to 150 businesses within the nominated communities. In addition, we used community ambassadors to spread the word to voluntary and faith organisations in 75 communities. We engaged hard-to-reach communities by distributing press releases to community leaders and specialist publications and challenged misconceptions via our outreach activities.

Results

There was an overall increase in the number of applications between Jan and March 2006 and the corresponding months of 2007. Even though the campaign was based in London, applications were also made from Scotland and North East England.

Diversity Within offers various services, including digital marketing, media planning, and buying PR services and consultations to help communicators reach over 10m BAME (Black Minority Asian Ethnic) and diverse audiences across the UK.

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