One Punch Can Kill

MPC was engaged by the Queensland Police Service (QPS) to gauge and evaluate the reach and effectiveness of their One Punch Can Kill Campaign which ran for approximately 12 months.

MPC conducted surveys and held a five focus groups with participants from the two age brackets specified that make up Generation Y (12 to 17 and 18 to 27 years old). Both methods assisted MPC to measure the knowledge, awareness and impact that the campaign had on its target audiences.

We also created an application that allowed respondents to distribute the survey to their network via facebook members who would then in turn forward the survey on to their network on facebook and so on.

Responses provided via the focus groups were recorded on video and edited into Vodcast format, so the summaries of the respondents feelings towards the campaign were also made available to the client as part of our report.

As a result of our market research, it was evident that the target audience displayed limited behavioural change. This conclusion was put down to the fact that the imagery used in the campaign was not hard hitting enough to have a recall factor when necessary.

All participants in the focus groups believed that the slogan ‘One Punch Can Kill’ was strong and sent a clear direct message.