Came up with a campaign plan around a theme of What would you do? asking people if they would meet their offender if they were a victim of crime.

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1 Campaign Evaluation Campaign name: What would you do? (Restorative Justice Week 2014) Campaign theme: Supporting victims and putting their needs first Campaign date: November 2014 Date of evaluation report: 1 December 2014 Campaign summary: Raise awareness of restorative justice (RJ), and encourage victims of crime to find out more about RJ and the advantages it offers. The campaign reached 6.5 million people on Twitter and 4.2 million on Facebook. The campaign featured in the media including on ITV s Lorraine show Following the campaign, 70% people said they would consider taking part in RJ. Remedi the biggest employer of RJ professionals in the UK received a 27x increase in enquiries from the public as a result of the campaign. Came up with a campaign plan around a theme of What would you do? asking people if they would meet their offender if they were a victim of crime. Developed the hashtag #whatwouldyoudo? to use on all our materials.

2 Worked with partners including the Restorative Justice Council, WhyMe? and the Chris Donovan Trust to devise and promote our materials and to source case studies. Devised branding for the campaign, and a suite of materials to raise awareness, including posters, web banners, a leaflet, infographic and facebook cover pictures. Restorative Justice would you meet the teenager who killed your son? dave DID. Hosted all materials on a collection page on Gov.uk where stakeholders could go to download and print them. Developed a suite of videos including a teaser video, and five case study films, featuring real victims, which were promoted on social media. Dave s story Teaser video

3 Pushed activity on facebook, twitter and youtube, using promoted posts and adverts. Invited Ray and Vi Donovan, victims who used RJ after their son was murdered, to host a virtual chat Shared content on Linkedin RJ group which has 2186 members including volunteers and practitioners Shared information and campaign materials on Polka, an online forum for the policing community Worked with media to secure coverage of RJ Week placing articles in the consumer media, national, regional media and on TV. Ray and Vi visit the MoJ campaigns & digital team to host their Twitter chat. Our facebook campaign page

4 Results: Total Twitter reach of 6.5 million people the highest ever reach for MoJ Total facebook reach of 4.2 million people Our facebook campaign page received 2,069 likes (to 26/11) Our campaign reached over 16,000 practitioners and volunteers on LinkedIn We received a click through rate of 1.14% on facebook (over 3% for the first few days) compared to a Govt average of 0.22% Our YouTube teaser video was viewed over 101,000 times (to 27/11) the most viewed MoJ video ever. The retention rate for the video was 79% well above the average 51% retention rate for MoJ videos Roger s case study video was viewed 6,226 times 390 clickthroughs from our tweets to more information

5 Results: The campaign featured on the ITV Lorraine show on 17 November with an average 1 million viewers We placed an article in Mature Times, which has a reach of 200, 000 people Home Group the UK s 4th largest housing provider featured an article about our campaign on The Guardian website, saying: We welcome the lead the Ministry of Justice have taken in raising awareness of this important issue and are pleased to be backing their campaign. Good Housekeeping, The Telegraph and Pick Me Up / Chat magazines are all planning forthcoming features.

6 Results: Following the campaign, 70% of people said they would consider taking part in RJ, with 60% saying they would recommend it to a friend who was a victim of crime. Web searches for Restorative Justice increased by 44% during November Remedi the biggest employer of RJ professionals in the UK received a 27x increase in enquiries from the public as a result of the campaign. People who took in part in our RJ campaign feedback survey said: I personally work with victims of crime and thought the campaign was really powerful and effective. Big well done to all involved I have seen the power of RJ in my work and my community. Repairing harm, reducing risk and rebuilding lives and community is what we all should work toward. The future of RJ is in the voices of those who do the work, and those who have been harmed by crime who sought a more humane way to resolve it.