Decision details

Following successful delivery of phase 3 of the campaign, in February 2024, the Violence Reduction Governance Board gave approval for phase 4 of the campaign to be commissioned in 2024-25. As approved by the Deputy Mayor, this campaign should be centred around the following concepts arising via learning from phase 3 of the programme:

• Role Models- here is an opportunity to grow this activity into ‘always on’ activity. This activity will be activated on a more localised level, finding role models based in key areas/hot spots and boosting content to young people based in that location – effectively running smaller, localised and more focused campaigns for each of our target areas.
• Snapchat- In Phase 3, our Snapchat activity focused on highlighting the violent online behaviours which exist on social media, and this landed very well with our audience. We developed content specifically for Snapchat, which was highlighted as the platform where such behaviours are most common. The creation of additional short form video content specifically for Snapchat will explore these behaviours further and provide additional guidance for how to deal with them.
• Positioning the websites role as the ‘go-to’ hub for young people, partners, and organisations to visit for information and resources. The website should feel engaging to young people.

The VRU wishes to conduct a full commercial services-led procurement exercise inviting quotations for the VRU’s fourth phase of the I am Greater campaign. The campaign is aimed at young people in GM and encourages them to be greater than violence by identifying with positive role models and being an active bystander.

The third phase of the campaign built on the first two phases and included young people in the design and creation of campaign materials. It is suggested that a small survey is conducted to understand the thoughts and feelings of young people in the city-region in terms of violence and safety. The results of this would inform campaign messaging. This survey could be repeated following the launch of the campaign for measurement purposes.

The total amount of funding to be awarded is £49,995.