Client Story: Scottish Violence Reduction Unit

The Problem:

The Scottish Violence Reduction Unit wanted to start a national conversation about the effect adult behaviour can have on children and young people.

Violence and aggression are often treated as inevitable. But these behaviours are learned from the people and environments around us.

The challenge was to make adults recognise the influence they have without making them feel blamed, judged or preached at.

The MindField Thinking:

Children don’t just listen to what adults tell them. They watch what they do.

Parents, relatives, teachers and coaches are constantly passing down lessons through the way they handle anger, pressure and conflict. The football pitch, the car, the home and the phone screen can all become hidden classrooms.

If negative behaviour can be learned, then positive behaviour can be learned too. We needed to show adults that changing their response could help change a child’s future.

The Answer: WHAT YOU PASS DOWN, THEY PASS ON.

A national social campaign showing how everyday adult behaviour can shape the next generation.

Each execution placed the shadow of a child inside a familiar adult situation, making their influence visible and turning recognisable phrases from negative “My dad taught me how to pass a ball, pass a test and never pass up a punch-up”, into positive influences: “My coach taught me ball control, chest control and self-control.”

In just 4 weeks, the campaign achieved more than 4.5 million impressions, reached more than 500k people within the target audience, gained over 100k clicks, 340k engagements, and was supported by a dedicated website providing adults and young people with practical advice, trusted resources and access to further support.

Rather than blaming adults for getting things wrong, the campaign reminded them of the power they have to get things right. Because violence isn’t inevitable, it’s preventable.