Home Office set to back 101 non-emergency line

by David Tiltman Marketing 15-Mar-06

The government is supporting the launch of non-emergency phone number 101 with a regional advertising campaign.

The Home Office has picked M&C Saatchi to handle the activity, which
will promote the service during a two-year phased roll-out.
Mediaedge:cia will oversee communications planning, while 35

Communications will handle brand design.

M&C Saatchi was appointed without a pitch.

101 was unveiled last week as the number to dial for non-urgent
problems, such as antisocial behaviour, allowing citizens to report
problems such as vandalism or noisy neighbours without having to dial
999.

The campaign will break in the summer, when the 101 service is
introduced in five areas: Hampshire, Northumbria, Cardiff, Sheffield and
Leicestershire.

The number will be set up in each area by local authorities and police
forces; it will be available throughout England and Wales by 2008.

Other issues covered by the hotline include intimidation and harassment,
abandoned vehicles, fly-tipping, drunkenness and street lighting.

The government hopes it will ease pressure on the 999 service. In 2004,
about 70% of the 10m calls made to 999 were not emergencies. Calls to
101 will be charged at a fixed rate of 10p.

The initiative is part of a concerted campaign against antisocial
behaviour.

Last year the Home Office ran posters warning of on-the-spot fines for
being drunk and disorderly.

However, a multimillion-pound joint campaign with the Department of
Health to combat binge-drinking was put on hold in December amid a
review of health spending (Marketing, 21 December).