Case Study: Strathclyde Police
Background
Strathclyde Police Force was keen to address the problem of residential cannabis cultivations in Scotland and raise awareness of the potentially damaging impact they can have on communities.
Detective Chief Superintendent Stephen Whitelock, Director of Intelligence for Strathclyde Police, said: "Notwithstanding the obvious criminality, there is a serious threat to public health and safety from the risk of fire. Cultivations require heat and this is achieved by converting a normal house into a greenhouse and bypassing the house electrical supply feeding directly"
Activity
Digital-Scotland proposed Strathclyde Police used the s1homes email alert service to raise awareness of the issue. Digital-Scotland designed and deployed a compelling animated banner advert within the s1homes email alert over the period of one month.
Results
The email advert was viewed by the entire s1homes email database (16,000 people) and was viewed 55,000 times over the course of one month. As a result Strathclyde Police raised awareness significantly in west central Scotland and encouraged 256 responses to the advert a click through rate of 0.46%.
"The aim was to raise awareness of the risks to public safety and to encourage those with concerns to report them. s1homes provided us with an effective channel to reach those most active in the property market in order to appeal for information".
John Mitchell, Marketing Manager, Strathclyde Police
