Background
While 999 is a well-recognised UK emergency number, only 54% of the public know how to contact their local police if they want to talk to them about policing, crime or anti-social behaviour. 101 was launched in 2006 as the Police non-emergency number in 5 pilot areas, with The 101 service rolled out to all other police forces in England by the end of December 2011.
Brief
Produce a 101 communications toolkit with brand guidelines, guidance and national and local collateral for 42 English Police forces to use in their local communications.
Solution
The brand mark – both national and regional – is available in two versions: orange and blue. Forces are free to use whichever suits their needs. The regional brand marks are tailored specifically for each force and are available in both colour versions for use as a local alternative to the primary national brand. The guidance includes advice on large format media and online use.
