ACT Early Netmums Digital Partnership Partners Toolkit | Counter Terrorism Policing

ACT Early Netmums Digital Partnership Partners Toolkit

Background

CT Policing will be launching an eight week digital partnership with Netmums on Tuesday 6th July 2021 to promote ACT Early (actearly.uk) among mothers.

ACT Early aims to encourage family and friends to share concerns about a loved one being radicalised. This will be the first ever digital partnership focused on supporting Prevent’s work.

By focusing the partnership on reaching mothers, rather than family members more broadly, it will enable us to create the best possible campaign for that audience, tailoring content to them and their specific needs and concerns. Netmums is an established and trusted brand with a strong presence among mothers.

 

How you can help

  • Sharing the digital assets on your social media channels and with local partners
  • Promote internally by posting a news story on your intranet

Questions? Email us on nctphq.comms@met.police.uk

 

Objectives

  • Raise awareness of the vulnerability of young people to radicalisation and encourage mothers (with children 12+) to act early with any concerns.
  • Educate mothers about the dangers and the signs to spot to help protect their children from online radicalisation dangers.
  • Show that CT Policing have a role to play in safeguarding and are there to support and not criminalise if mothers act early.
  • Drive traffic to ACT Early website.

 

Project Plan

The Netmums digital partnership will include:

  • Research: Survey of 1,000 parents to gain insights and impactful statistics to feed into partnership. Findings to inform the creative content and PR launch.
  • Online Content Creation: A series of 4 native articles written by the Netmums editorial team. Promoted across the website.
  • Social: 4 Facebook posts driving to content and 1 week takeover of Netmums Facebook page
  • Digital Display Amplification: Targeted display and pre-roll on Netmums and ‘Parenting Plus’ websites
  • Video: Creation of c-branded video asset housing key take outs from insight. Usage rights for 1 year.
  • Forum Collaboration: Sponsored ‘drop in clinic’ where parents can ask a Prevent Officer questions and seek advice.
  • Newsletters: Seeding partnership out via Netmums Daily News newsletters, driving to new content

 

About Netmums

Netmums is one of the UK’s biggest parenting websites. It is trusted, supportive and inclusive of all parents for nearly 20 years. They provide community-led trusted, authoritative content accredited with the latest guidelines in an expert but friendly tone

Netmums reaches 4m parents every month; 24% have children 12+ years (37% have children 9 years+); 67% of Parenting Plus audience have children aged 10-15 years old. They campaign for diversity of parenthood and educate, inform and inspire mums, dads and carers for the duration of their parental journey. Their website has no profanities, judgement, bullying or trolling; they are trusted, supportive and inclusive of all parents.

Content and Resources

Links to view and download the creatives can be found below.

If there are any other assets you require or you are having trouble accessing, please don’t hesitate to contact us at nctphq.comms@met.police.uk

 

Digital Assets

The link to view and download the social assets can be found, here.

Digital Assets folder include:

  • Social Stat Video 1 (1920×1080)
  • Social Stat Video 2 (1920×1080)
  • Social Stat Video 3 (1920×1080)
  • Social Stat Video 4 (1920×1080)
  • Social Stat Video 5 (640×360)
  • Social Stat Video 6 (640×360)
  • Social Stat Video 7 (640×360)
  • Social Stat Video 8 (640×360)
  • Social Stat Video 9 (640×360)

 

Quote Images

The link to view and download the social assets can be found, here.

Quote Images folder include:

  • Quote Image 1 (1920×1080)
  • Quote Image 2 (1920×1080)
  • Quote Image 3 (1920×1080)
  • Quote Image 4 (1920×1080)
  • Quote Image 5 (1920×1080)

Welsh Quote Images

Welsh versions of the quote images can be found here.

 

Template Intranet Article

Use this template to promote the partnership internally.

 

National Press Release

Embargoed for 00:01 Tuesday 6th July 2021 – Download Press Release here

 

Social Media Copy

Copy 1

Radicalisation is a form of grooming and parents need to know the risks so they can best protect their children and help them become digitally savvy.

For advice and guidance, visit #ACTEarly for more information.

#NetmumsACTEarly

 

Copy 2

Anyone can be at risk of radicalisation but young people can sometimes be at greater risk, especially if they’re feeling isolated, struggling with low self-esteem or feel they don’t belong.

Help protect your child. If you’re concerned #ACTEarly and seek help.

#NetmumsACTEarly

 

Copy 3

Facebook

Parents know their children better than anyone and can spot worrying behaviour that could be a sign they’re at risk of becoming radicalised.

Reaching out for help can make all the difference to help them move towards a more positive path #ACTEarly and find out what support is available.

#NetmumsACTEarly

 

Twitter

Parents know their children better than anyone and can spot worrying behaviour that could be a sign they’re at risk of becoming radicalised

Reaching out for help can make all the difference. #ACTEarly and find out what support is available.

#NetmumsACTEarly

 

Copy 4

Trust your instincts and seek advice.  

If you’re worried your child could be developing extremist views trust your instincts, #ACTEarly and share your concerns in confidence. We’re here to help you, and the person you care about.

#NetmumsACTEarly

 

Copy 5

The threat of radicalisation is a harm that parents and carers should be just as aware of as they are other online dangers. 

By sharing concerns early, you’re actually protecting your child. Visit #ACTEarly for support and advice

#NetmumsACTEarly

 

ACT logos

The logos below can be used for promoting the campaign.

Branding Guidelines

We have also provided guidelines with helpful information on how to use the ACT logo and campaign branding. You can download the guidelines from here.

 

ACT Development Background

The website and collateral materials has been developed by the CTP Campaign’s team with input from a range of partners, including: academics, OSCT, Department for Education, Department for Health and Social Care, Local Authority Prevent Coordinators, and families who have been involved in Prevent and had loved ones radicalised. The website, messaging and creative concepts have also been tested with the public through focus groups and website user testing.

We are grateful to all who have contributed to the development of ACT Early.

Following extensive consultation, the ACT Early website will aim to be a source of practical advice, support and guidance for those who have concerns. It will promote case studies, signs to spot, and details on how to make a referral. The tone will be empathetic and concerned, with a clear focus on safeguarding. The website also explains the police’s role in this safeguarding space and features Q&A’s directly addressing the barriers we have seen through extensive research and focus groups.

We have avoided an overly police-focused look and feel so it appeals and encourages family and friends to reach out for help. To reflect the multi-agency nature of Prevent, the website will clearly signpost to other partners and agencies for support and advice.