2021 Communities Defeat Terrorism - Vigilance Toolkit - Business | Counter Terrorism Policing

Winter/Christmas Vigilance Campaign 2021 Digital Toolkit – Business Partners

Toolkit Contents

  • Winter Vigilance Overarching Narrative
  • How to use the toolkit
  • Audiences
  • Template press release
  • Key Messaging
    • Marketing Comms
  • Social Channels
  • Suggested Social Media Copy
  • Content & Resources

 

Winter Vigilance Overarching Narrative

While people have understandably been focused on Coronavirus, recent events in Essex and Liverpool remind us that the terror threat hasn’t gone away. The threat to the UK from terrorism is severe, meaning an attack is highly likely. 

We have launched our annual Winter Vigilance campaign. This campaign builds on many years of award-winning Action Counters Terrorism (“ACT”) campaigns. New materials and content are going live now to ensure we are maximising exposure during busy winter periods such as Black Friday, Cyber Monday, winter markets, Christmas shopping and celebration events. 

The purpose of this campaign is to:

  1. Make the public aware of how we can all play our part in defeating terrorism.
  2. Increase awareness of the signs of potential terrorist activity.
  3. Increase awareness of how to report.

The threat from terrorism is evolving all the time, so these communications materials are designed to be used in a range of locations and scenarios. 

In addition to these communications materials the following website may also be useful: https://www.gov.uk/government/publications/crowded-places-guidance

Guidance on increasing the protection of crowded places from a terrorist attack.

 

How to use the Toolkit

The toolkit assets are for use immediately. If there are any other assets you require please don’t hesitate to contact us at nctphq.comms@met.police.uk

Please do not share a link to this toolkit on public platforms (social media/websites) but the link can be shared with other communications teams

We are hoping you can help support our Winter Vigilance Campaign by:

  1.  Posting, sharing or re-tweeting our social media assets and using them on your social media channels using the hashtag #CommunitiesDefeatTerrorism
  2.  Creating internal communications via emailers or newsletters to promote the campaign and messaging to important stakeholders

Audiences

Two primary audiences identified:

  • A) Adults visiting winter events and crowded places in metropolitan areas
  • B) Workforce in key sectors including retail, security, outdoor entertainment sector i.e. Christmas markets

Counter Terrorism Policing will be sharing engaging and seasonal-appropriate content across all owned channels, supported by a program of paid social activity to target a younger adult audience. 

We additionally seek the support of local authorities, businesses and other partners to use our content natively on their channels and amplify our message.

KEY MESSAGES & CALL TO ACTION (CTA)

Marketing Communications – All

Find below suggested messaging that you can use within your internal communications and social media content. Do use contextual messages i.e.

  • Stay safe this winter
  • If you are going to a Christmas Market
  • Wrap up warm and stay safe this Winter

Do use clear language around identifying suspicious behaviour i.e.

  • If you see something out of place
  • If something doesn’t look right
  • If something doesn’t feel right

Do try to instill confidence in the general public i.e. 

  • Trust your instincts
  • You won’t be wasting our time
  • It’s better to be safe

Always include a clear Call to Action: 

  • Report at gov.uk/ACT
  • Report in confidence at gov.uk/ACT
  • If you see anything out of the ordinary report it at gov.uk/ACT
  • In an emergency call 999

Do use the hashtag i.e. 

  • #CommunitesDefeatTerrorism in all communications

Do not:

  • Use jargon or unnecessary long words

 

Social Channels

Please repost, tag and share content from Counter Terrorism Policing’s channels, in addition to posting from your own channels:


Twitter @TerrorismPolice
Facebook @CounterTerrorismPoliceUK
…………………………………………………………

Counter Terrorism Policing is a collaboration of UK police forces working with security & intelligence agencies to help keep people safe from terrorism


Instagram @TerrorismPolice
LinkedIn @CounterTerrorismPolicing
Website www.gov.uk/ACT  

…………………………………………………………

Suggested Social Media Post Copy

Whether you would like to use your own imagery or some of the resources below, we have provided some social media messaging examples that you can use.

Please adapt, localise and amend for your channels and audiences. These are suggestions, and we encourage you to tailor the messaging to your audiences.

Partner Copy – Social Media Copy Suggestion

We are working closely with Counter Terrorism Policing to keep {location} safe, as your safety is our priority. If you see something out of place, report it confidentially at gov.uk/ACT  #CommunitiesDefeatTerrorism

Generic Social Media Copy Suggestion

If you’re heading out this winter, have a great time, wrap up warm and look out for each other.  Support your community by reporting at gov.uk/ACT if you see something that makes you think twice. #CommunitiesDefeatTerrorism Festive Generic – Social Media Copy Suggestion 

Off out Christmas shopping? Stay alert & if you see something that doesn’t feel right,trust your instincts & report confidentially online at gov.uk/ACT.#CommunitiesDefeatTerrorism

Black Friday/ Christmas Sales – Social Media Copy Suggestion

Are you going shopping in [location] this Black Friday? Enjoy grabbing a bargain and remember to stay safe. Report anything that doesn’t feel right online 📲 gov.uk/ACT  #ActionCountersTerrorism——-If you’re enjoying grabbing a bargain this winter, help us keep you safe by watching out for anything out of the ordinary. Safety costs nothing. Report with ease at 📲 gov.uk/ACT  #ActionCountersTerrorism

Christmas markets – Social Media Copy Suggestions

It’s the time of year when Christmas Markets start popping up around the country.With so much to do and see, we encourage everyone to remain alert.If you see something that doesn’t seem right, report it to gov.uk/ACTIt’s quick, easy, and saves lives. #CommunitiesDefeatTerrorism——-Visiting a Christmas market this year?Remember to take in your environment, and stay alert to behaviour that doesn’t seem right.If in doubt, report it to gov.uk/ACTIt’s quick, easy, and saves lives.#CommunitiesDefeatTerrorism

Suspicious behaviour reminders

Checking out security arrangements – Social Media Copy Suggestion 1

Heading out for festive fun? Have a great time and look out for each other. Stay alert to people filming security, exits, entrances or CCTV.Report confidentially online at gov.uk/ACT#CommunitiesDefeatTerrorism

Checking out security arrangements – Social Media Copy Suggestion 1

If you’re heading out to [#location] [today/tonight/this weekend] have a great time, wrap up warm and look out for each other.  It’s important to be aware of 🚩🚩🚩. Stay alert to people filming security, exits, entrances or CCTV. Report it online 📲 gov.uk/ACT  #CommunitiesDefeatTerrorism

<< Assets to help identify other types of suspicious behaviours are in development and will follow very soon.  Check back here for more updates. >>

Content and Resources

 

Asset List

Awareness Hero Video x 1 | Square & Portrait  

Awareness Hero Video (faster-paced) x 1 | Square & Portrait 

Video Cafe Vigilance Asset x 1 | Square

Video Filming Vigilance Asset x 1 | Square

Video Jogger Vigilance Asset x 1 | Square

Video Text Messaging Asset x 1 | Portrait

Communities Defeat Terrorism animated social asset x 1 | square

Print Poster x 2 | Portrait  

Partner Stock Images x 4 | Square (Option for partner use with suggested Social Media Post Copy. If partners choose to use the suggested copy with their own image, we recommend they focus on generic locations/the public and avoid highlighting individual people.)

 

Download Assets (below)

 

Links to view and download the creatives can be found below. If you require any bespoke amends (e.g. adding logo) or you are having trouble accessing them, please don’t hesitate to contact us at nctphq.comms@met.police.uk  

 

Link to all assets: https://bit.ly/CTPToolkitAllFiles  

Asset Thumbnail What’s in the Asset Download Asset
Awareness Hero Video  Promoting vigilance and the signs to look out for View/Download (Square) View/Download (Portrait)
Awareness Hero Video (faster-paced) Promoting vigilance and the signs to look out for – quicker pace View/Download (Square) View/Download (Portrait)
Awareness Video (version 2) Promoting vigilance and the signs to look out for – second version View/Download (Square) View/Download (Portrait)
Video Cafe Vigilance Asset Video with woman looking at a suspicious man in a cafe setting & reporting View/Download
Video Filming Vigilance Asset Woman spotting a man filming security & reporting View/Download
Video Jogger Vigilance Asset A jogger spotting a man disposing of lots of chemical bottles & reporting View/Download
Question Asset 1 Comparison between what does feel right (selfies with friends) and what doesn’t (someone filming security) View/Download
Communities Defeat Terrorism animated social asset Social asset encouraging communities to report anything which doesn’t feel right View/Download
Static Print Poster Support & Protect Poster – encouraging people to stay alert and report View/Download
Communities Defeat Terrorism static print poster Communities Defeat Terrorism poster – encouraging communities to report anything which doesn’t feel right View/Download
Partner Stock Image 1 Festive stock image for optional partner use (with suggested copy). View/Download
Partner Stock Image 2 Festive stock image for optional partner use (with suggested copy). View/Download
Partner Stock Image 3 Shopping stock image for optional partner use (with suggested copy). View/Download
Partner Stock Image 4 Shopping stock image for optional partner use (with suggested copy). View/Download