Crimestoppers
We Are Not the Police! - Finding the right tone of voice.
“I have to be honest: I was a sceptic. But I was so wrong. It’s hard to overestimate the impact that Josh and theWholeStory had with my charity. He inspires, enthuses and motivates in a very charismatic and approachable manner. He really gets people to believe and up their game. Within days, we were improving our copy and far better, connecting with our partners and supporters. It wasn’t just the communications team either; the approach benefited all. In short, a transformative experience: highly recommended.”
Crimestoppers Chief Executive.
Beginning.
Crimestoppers is an independent charity that gives people the power to speak up and stop crime – 100% anonymously. Crimestoppers was often thought of by the public as being a part of the police, deterring certain members of the public from calling them to report crime. They wanted to change their tone of voice to better represent both their brand and messaging. We suggested a workshop for a cross section of staff, from CEO to telephone operators, to create stories that could be used both internally and externally, which would give a breadth of experiences and perspectives on what Crimestoppers does.
Middle.
Staff took part in a full day collaborative storytelling workshop, collectively creating stories about Crimestoppers in small groups. Whilst respecting the much-prized anonymity of callers, the stories created captured the authentic emotional impact of both being aware of criminal activity and of doing something about. These stories helped promote the safe sharing of information with Crimestoppers, reassuring listeners by including descriptions of what takes place over a call.
End.
A selection of excellent stories were created, many of which have since been recorded and shared across social media. These have been very well received, prompting Crimestoppers to engage us to run a series of workshops for staff, trustees and volunteers across the UK. By having a collection of powerful stories created by staff, they are now able to choose and share the one that best suits the potential donor, volunteer, new recruit or member of the public that will get the desired results.
