Campaign breakdown - Know before you go

Agency: Trimedia UK Client: Foreign and Commonwealth Office (FCO) Timescale: July 2008 - ongoing Budget: Unknown



The FCO's Consulate Directorate protects British travellers abroad, and this campaign aims to draw attention to the main problems that travellers can experience in specific countries.

- Why is the Government doing this now?

This is an annual campaign handled by Trimedia. The aim is to free up embassies around the world.

- Who is being targeted?

All Brits travelling abroad, but specifically package holiday-makers, ethnic minorities travelling to their home countries, gap year travellers and football fans.

- The tactics

Trimedia promotes the FCO's figures showing the reasons why Brits contact embassies. The stats highlight countries where instances of arrest, rape, death, hospitalisation and lost passports are highest. 'FCO information, rather than a survey, is very popular with the press,' said Trimedia associate director Caroline Greenaway. In addition, the FCO used the 'Don't Be A Dick' beer mat campaign (above), distributing them in resorts popular with young Brits.

... and some research

Trimedia also used research that looked into the effects of the credit crunch on people's preparations. It revealed that two-thirds are spending less on preparations than in previous years. Trimedia used this to stress the message that people should not cut corners on personal safety.

- Any potential pitfalls?

Greenaway said: 'There were references to drinking in the report, and some journalists wrote stories from the binge drinking angle. We have to be prepared for anything in the report to be taken and used.'

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