Supporting Young Victims
We built the entire brand from the ground up, even down to the name. Although it does function as a victim support service, we wanted to steer clear of negative terminology in the first instance, as many victims either do not see themselves as victims, or simply don’t want to admit it. We also wanted to assure the public that the service can be used not just by victims themselves, but by witnesses surrounding crime.
Our main aim was to convey that the service was somewhere safe and familiar, where young people would feel secure in divulging sensitive information and beginning a path to recovery. We settled on the name Nest, as this is symbolic of the home—a place where you’re always able to go back to and where you feel you can be yourself.
Similarly, the intentional messiness of the logo is designed to indicated the sometimes scattered minds of those who have been victims of crime, and how with reassurance and support they can find peace and tranquility once again.
With You Every Step of the Way…
2am also created a promotional campaign based around the concept of taking those all-important first steps to recovery or assistance.
The image of feet in difference scenarios that appear across the website, social media platforms, posters and outdoor advertising frames the viewer as the depicted victim. The feet are almost always shot in a way that make the age, gender and race of the person ambiguous, enabling the viewer to easier empathise with this unfortunate situation. By looking down towards their feet, the victim is not only shying away at looking at and experiencing the world around them through fear or embarrassment, but the visual cue of taking that very first step is always present to the user.
This campaign aims to provide a positive message to victims and witness alike—help is out there, if you need it, when you’re ready for it.
A Multi-strand Campaign
We also created two video stories of people suffering through two very different kinds of victimisation. Danny is being physically and verbally bulled every day at school, while Emma is singled out due to sexting someone who she thought was close to her. In each story we see how abuse can take many different forms, and how Nest Lancashire is available to help.
Both videos were filmed using the same same first person perspective, with a heavy focus on the protagonist’s feet to ensure it remained true to the central message of the brand.
2am also designed and created campaign materials such as leaflets, business cards, an educational comic strip and the Nest Lancashire website.
The homepage prioritises the plight of former victims as a mark of solidarity with those who may be browsing for the first time, as well as a wealth of information on crime, the services Nest Lancashire provides and how to get in touch.Website