ABOUT

In an age of Virtual Reality - RADAR took things one step further by creating a purpose built town with buildings, roads and railway that allows children and young people to 'actually' gain the life skills needed to safely navigate the dangers they will encounter in the real world.

Commissioned in 2016 to create an integrated communications strategy for the official launch of the facility, our mission was to work in collaboration with the RADAR marketing team and other key stakeholders to stimulate visitor footfall - targeting teachers, community group leaders, children and young people.

We started by interrogating the traditionally accepted ‘consequences led’ roadmap for rolling out risk avoidance campaigns in Northern Ireland. Research clearly established that our target audience switched off from this type of negative communication – disassociating themselves from ever being in that position. This insight led us to crafting an approach that focused on empowering children and young people in a positive and self-actuating manner. Marketing assets for the facility were created that swapped out the ‘dramatic consequences led’ approach to an informed and exciting tone that promised to make learning fun for visitors. It was vital that the innovative manner in which the RADAR team engaged with visitors be clearly communicated at all audience touch-points.

Launched in November 2016 with Ministers and members of the PSNI and Norther Ireland Fire Service in attendance as well as key sponsors, the launch-pad materials created by The Mission Control Communications and RADAR marketing team set the direction for a campaign that could be taken on and fully delivered by the RADAR team on an ongoing basis.

Mission Accomplished!