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'You decide' - Safer Neighbourhoods ad campaign 2009 launched

'Which issues should your SNT tackle? You Decide' is the empowering slogan behind the Met Police's latest Safer Neighbourhoods ad campaign that aims to inspire youngsters to help improve their local areas.

For the first time ever, young people are the specific target of the campaign - which is themed on reality TV-style programmes to appeal to this audience. It was launched at a north London football project at 17:15hrs yesterday, 23 February.

The concept has been deliberately chosen to engage with boys and girls aged 11-17 in a fun way yet underline that their views really do matter to police. Posters at the heart of the campaign echo this reality TV-style concept by depicting examples of three situations that young people told the police typically cause them concerns - dark alleys, intimidating groups and safety on their journeys home from school or college.

Youngsters will be challenged to 'vote out' negative issues like these relating to their own communities by putting forward their views through a variety of different forums - including questionnaires in secondary schools, radio stations and an interactive Bebo page.

Since SN teams were first introduced in 2004, there are now 630 in total across the capital, with each ward in London now allocated the minimum six-strong team consisting of one sergeant, two constables and three PCSOs.

These teams offer a high visibility reassurance, a familiar face for locals to contact, and work alongside the local community in order to identify and resolve local problems. They are supported by 21 Safer Transport Teams who are dedicated to making people feel safer on the bus and tram network and at transport interchanges, and 237 Safer Schools officers who engage with the school pupils, teachers and local agencies to provide a safe and secure school community.

Figures from the latest public attitude survey show that that public confidence in local policing has risen across a range of factors over the past couple of years.

Commander Rod Jarman, head of Safer Neighbourhoods for the MPS, said: "This ad campaign has been launched to engage with of our key audiences, youngsters aged 11-17, for the very first time. We really value young people's views and this campaign offers a range of ways for them to get involved in local policing issues, both at school and in their leisure time.  Safer Neighbourhoods continues to provide high visibility and dedicated community policing across the capital and figures from the latest Public Attitude Survey show that confidence in local policing has risen over the past year.”

Mayor Boris Johnson said: "I strongly believe that building trust between young Londoners and the police is absolutely vital to our mission to tackle crime and violence in the capital.

“Safer Neighbourhood police teams are engaged in some truly marvellous work with young people right across London from running football sessions for kids in Islington, free boxing clubs in Lambeth and music sessions in Bexley.

“That's why I am throwing my wholehearted support behind this excellent initiative to explain the role of local neighbourhood teams and encourage young people to work with the police to make our streets safer."

http://cms.met.police.uk/news/publicity_campaigns/you_decide_safer_neighbourhoods_ad_campaign_2009_launched