Safer Action Business Week | Purple Pitch PR

Promoting Safer Business Action Week (SaBA)

The Brief

As part of a targeted week of action by police, business and private security to tackle retail crime and other business crime in local communities, Purple Pitch PR were tasked with launching a nationwide campaign.

The aim was to entice every police force in the country to take part whilst maximising media opportunities, shifting the negative narrative around policing’s response to retail crime.

The Solution

Working closley with the NBCC team, Purple Pitch PR designed a multi-channel campaign to launch the Safer Business Action Week (SaBA) initiative. This targeted all 43 police forces in England and Wales whilst focusing on securing support from retailers and other partners.

Deliverables included:

Working with a designer to develop a campaign brand look
Creating content for a dedicated SaBA campaign area for the website
Creating a campaign toolkit to share with police forces and partners
Design of bespoke campaign social graphics, animations and videos
Developing a campaign branding kit
Coordinating the campaign launch nationally
Stakeholder briefing and updates
Creating regular ‘good news’ press release stories for regional media
Pitching in regular stories to national media
Liaising with high profile stakeholders including the Home Office

The Outcome

The Safer Business Action Week campaign resulted in over 750 arrests with over 3,500 police and partners taking part.

122 media positive national and local media articles
330 campaign mentions
388 million impression

The campaign was so successful that it is now an annual event, with 2025 marking its 4th year.

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