Counter Terrorism Policing

Run, Hide, Tell

The Situation

In the light of recent terror attacks in Manchester & London, there was a need to better educate young people on what to do in the event of an attack.

The challenge for the Counter Terrorism Police department was amplifying their RUN. HIDE, TELL campaign to reach that 11-16 year old audience.

What we did

Utilised Audience Scale

We leveraged the breadth and depth of our channels and platforms… Print, Online, Snapchat, Sun Savers, Dream Team & the wider News UK Network… Unruly, Wireless and Influencer network, to bring the message to life.

Accessible and Memorable

We created a 3-step emoji for easy recall among our target audience.

Celebrity Endorsement

We called on our celebrity friends known for their strength and bravery.​ But when it comes to a terrorist attack, even they would RUN, HIDE, TELL - a message delivered in a friendly but forceful way to their teenage fans.

The Results


people reached in the first 2 weeks of the campaign


of 11-16s recall the comms - up 6pp post campaign


increase in trust in the police to deal with terrorist threats