ABOUT

Description:
I was involved in designing a public awareness campaign for Lancashire Victim Services, an organisation established by the Police and Crime Commissioner for Lancashire to provide free and confidential support for victims and witnesses of crime.

The campaign was created to raise awareness of the support services available across Lancashire, whilst communicating empathy, trust, and reassurance to people who may be experiencing distress, trauma, or uncertainty. The work was developed across multiple touchpoints, including print, digital assets, and outdoor advertising.

The Brief:
The brief was to create a campaign that clearly communicated the purpose of Lancashire Victim Services and encouraged victims and witnesses of crime to seek support. A key challenge was designing communication for a highly sensitive subject matter. The campaign needed to feel approachable, supportive, and human, whilst reinforcing that services are free, confidential, and accessible to everyone, particularly emphasising that help is available even if a crime has not been reported to the police.

Additionally, the brief required the visual framework to dual-purpose as an open invitation, welcoming people from all walks of life to contribute their time towards supporting their community.

The Approach to the Process:
My approach centred around empathy, clarity, and emotional reassurance. Understanding that victims and witnesses may feel vulnerable, isolated, or overwhelmed, I wanted the visual communication to actively reduce barriers and create an immediate sense of trust.

The entire creative strategy anchored onto a single, powerful word: "Here..." Rather than just a brand name, "Here..." was designed to act as an open, unconditional promise of presence. It directly communicates to the viewer that we are here for you to talk, to listen, for advice, and for help. Crucially, the messaging acknowledges the psychological timeline of trauma by pairing the phrase "FOR SUPPORT WHEN YOU NEED IT" with "WHEN YOU’RE READY FOR IT." It removes the pressure, letting people know the service is patiently waiting for them whenever they feel safe enough to take that step.

To bring this emotional weight to life visually, I used close-up imagery featuring natural lighting and genuine, relatable expressions to prioritise authentic human connection over a clinical, institutional feel. I implemented typography and a clear visual hierarchy to ensure these core action words remained highly legible and impactful at a quick glance, even in busy outdoor environments such as bus shelters. Finally, I paired a compassionate, vibrant brand colour with the softer tones of the imagery to create an inviting, warm look that commands attention across both bold outdoor billboards and detailed print brochures.

The Result:
The result was a clear, compassionate, and cohesive campaign that successfully communicated support, accessibility, and trust.

The final identity translated effectively across print, digital, and outdoor environments, delivering a strong visual presence whilst maintaining a sensitive and approachable tone. By positioning crucial contact details and helplines exactly where the eye naturally falls, the work successfully helped strengthen awareness of Lancashire Victim Services, reinforcing their mission to support victims and inspiring community members to step forward and volunteer.