WALK AWAY campaign re-launches in night-time economy

When things get heated – WALK AWAY.

Research shows that most incidents where someone has lost their life or been left with life-changing injuries by being assaulted while on a night out are merely caused by an error in judgement, a spilled drink, or a rude comment.

Data analysed shows offenders and victims are often men aged between 18 and 30 who do not know each other before the initial interaction. In most cases, the offender has no criminal background.

Our behaviour change campaign which launched last year, aims to influence potential offenders by encouraging them to exercise self-control and to walk away from heated situations before violence can break out.

The campaign’s message also calls on friends and bystanders of potential offenders, as well as members of the public, to de-escalate a situation if safe to do so.

The campaign was funded by the Home Office following a request made by the force in 2022. Officers from the force’s Prevention directorate and the Corporate Communications departments worked with external agency Magpie Creative Communications to develop and produce the campaign.

Since its launch, the campaign has been adopted by over 20 other police forces across the UK sharing the campaign’s message nationally. A campaign extension was produced for the Football European Championships earlier in the summer, with key messaging reminding football fans that ‘scores are settled on the pitch’.

Walk Away took home its first award in June at the Town and City Management Industry Awards 2024 for Best Marketing and Branding Scheme – a reflection of strong partnership work and support from leading partners including McDonalds’, BID Leicester and Leicester City Council.

Promoting the campaign locally has continued, with Walk Away becoming integrated within Leicester and Leicestershire’s night-time-economy as a permanent fixture. Whilst the campaign is always showcased, Walk Away will be increasingly visible in and around Leicester City Centre, Ashby-de-la-Zouch, and Loughborough this winter season as the night-time economy footfall increases.

Alongside the digital advertising campaign deployed via Tik Tok and Snapchat, there will also be campaign material seen in and around pubs, clubs, and fast-food restaurants throughout the festive period.

The campaign merchandise includes branded clothing, printed posters, handstamps, and queue management barriers.

A dedicated campaign website was also launched, allowing our target audiences to find more information from the targeted social media messages being shared across multiple social media platform.

Detective Inspector Mark Brennan of Prevention and Problem-Solving Hub said: “Assaults which happen during a night out can have serious consequences.

“Our message here is that when you get involved in a fight of this nature – usually over a minor thing – you do not have control. Instead, you have the potential to ruin a number of lives forever, including your own. All this could be prevented by being the one to take control and to Walk Away.

“We are continuing to work with partners, including businesses in the night-time economy, to share this message. Please work with us as part of this and continue to share this message where you can so that together we can help to stop these incidents and to potentially save lives.

For full details and further information visit: Home - We Walk Away