Life Has No Rewind Button in Counter Terrorism Policing Cinema Ad

Counter Terrorism Policing is highlighting the importance of communities in the UK’s fight against terrorism by launching a new public information campaign, which will be shown exclusively in UK cinemas.

Created in collaboration by Wavemaker's creative department WM Content, Digital Cinema Media’s (DCM) creative division, DCM Studios, and production agency, Contented, a new 60-second film has been created specifically for the big screen.

Adapting last year’s ‘Communities Defeat Terrorism’ campaign, the film includes more of a narrative to engage and interact with cinema audiences. Based on real-life foiled plots it shows examples of terrorist-related suspicious activity and behaviour, as well as attack planning methodology.

Using Cinemapper, DCM’s cinema proximity planning tool, and DCM’s end frame technology, the campaign will target key audiences on a local level, with 46 localised messages being delivered to amplify the importance of local communities helping to defeat terrorism. The film will encourage people to report suspicious behaviour and activity through www.gov.uk/ACT and the confidential hotline - 0800 789 321.

The head of UK Counter Terrorism Policing, Assistant Commissioner Neil Basu, believes that the public are playing a crucial role in helping police and the security services disrupt terrorist activity, with more than 22% of all reports from the public producing intelligence which is helpful to police.

Basu said: “This new film has been made to try and help people understand recent terrorist attack-planning methods, but also to demonstrate that each report from the public can be one vital piece of a much larger picture.

“The important thing for people to remember is that no report is a waste of our time, trust your instincts and tell us if something doesn’t feel right.”

Jeremy Kolesar, creative business director, DCM, added: "We’re extremely proud to be a part of this initiative and are pleased to welcome Counter Terrorism Policing as a new advertiser to cinema. Through DCM Studios, we continue to push the boundaries with what’s possible in our unique environment and cinema is the perfect association for this campaign. We hope to influence people’s actions while sparking conversation to strengthen the campaign messaging.”

Mike Rance, senior creative lead, Wavemaker, commented: “Co-creating with DCM Studios enabled us to contextualise the message - making it real, dynamic and delivered directly into communities across the UK.”

The campaign is running across 120 cinemas nationwide and will be live for a total of eight weeks.