The brief is a retendering of a similar £200,000 campaign won last year by August.One (PRWeek, 3 March 2006).
The ‘No Messin’ campaign will target 9 to 16-year-olds and encourage them to take up activities such as climbing, football and dance. The campaign is centred on ‘No Messin’ Live! 2007’ – a series of events staged at 12 railway crime hotspots in the UK.
‘Young people who play on the railway do so because they think they have nothing else to do,’ said Network Rail railway crime education manager Ian Chapman. He added that because the campaign was part of an ongoing project, Network Rail was looking for ‘brand consistency’ on the brief.
Iris PR will work alongside the Iris group’s experiential and digital teams. Agency director Bill McIntyre heads the account, reporting to Chapman.
Iris has already set up partnerships with brands that match the No Messin’ target audience, including White Chalk Music, Pineapple and Toni & Guy.