Background
In the summer of 2007, Bristol Drugs Project (BDP) approached
JBP to help raise awareness across the South West of potential
funding cuts to drug treatments and services in the 2008/09 budget.
An already inequitable formula applied by the Government meant that
13 of the 15 Drug Action Teams (DATs) in the South West, including
BDP, received half or less than the national average spending
for DATs.
At March 2007, Bristol had the 3rd highest number of people
receiving treatment for their drug problem but the 5th smallest
amount of Government funding.
The charity needed the wider community in the city and the
region to understand the disparity and to support what could
be considered by many to be a controversial and ‘unsexy’
subject in order to be able to effectively lobby for change.
Strategic approach
- The development of a campaign that would stand alone from the ongoing marketing of BDP and its services and provide a clear communications channel to approach key stakeholders
- To engage the business community on both a practical and emotional level
- To attract cross party political support from councillors and MPs in the region
- Demonstrate how drug addiction does not just affect those immediately involved but has a wider impact on communities through crime and absenteeism – thereby reducing stigma
- Create established relationships with the business community to encourage ongoing practical and financial support of existing services
Tactics
- JBP and BDP created the Drug Matters: Drugs Matter Campaign
- It was launched at a House of Commons event attended by relevant MPs, councillors, associated organisations, businesses, community stakeholders and national and local media
- Simultaneously launched to local press with a non-exclusive media partner arrangement with the Bristol Evening Post (BEP)
- The campaign was deliberately issues-led with a regular provision of news, case studies and feature material to both the BEP and other relevant media
- Followed up with a Bristol-based business launch sponsored by law firm Osborne Clarke to both update on campaign progress and ensure ongoing support for BDP and its objectives; attended by cross party MPs and councillors, the Avon and Somerset Chief Constable, the Lord Mayor and the Lord Lieutenant, amongst others.
- This event will be followed up with a reception in early summer to ensure attendees are kept up to date with how funding is being allocated and BDP’s longer term objectives
Results
- On the day of the business event at Osborne Clarke it was announced by the National Treatment Agency that a revised three-year programme of funding would bring an extra £3million into Bristol over at three year period and an extra £3.4 million for other areas of the South West. This would be matched accordingly across England and Wales to bring all funding per capita to the same level
- Public Health Minister Dawn Primarolo made a special trip to attend the meeting and announce the news personally to the assembled business people and dignitaries
- All media channels in the Bristol area ran with the story throughout the campaign’s duration, including a live feed from the BBC outside the Commons on the day of the Campaign event and extensive pick up of the subsequent funding announcement
- BDP’s profile was significantly raised within the region
- BDP forged relationships with local companies and businesses, many of whom have pledged ongoing financial and practical support to the charity
