Street Crime - Liverpool Student Safe

Population: 439,000
Universities: 3
University of Liverpool
Liverpool John Moores University
Liverpool Hope University
University Students: 50,000 plus
Community Colleges: 6 sites
College Students 30,000 plus (part and full time)

Students are traditionally vulnerable and Merseyside has seen a trend in student victimisation during the months of October, January and March.
The academic year runs from September to June and university students arrive in Liverpool from many parts of the United Kingdom. Many international students are also attracted to study in Liverpool.
In the main, student robbery affects two Basic Command Units in Liverpool and Merseyside Police wanted to achieve a reduction in the number of students who became victims of robbery, as well as to increase the feelings of safety for students in the city.

Merseyside Police reviewed its campaign for academic year 2001/2002 using quantitative and qualitative research, as well as interviewing student unions and universities.
The Force developed its relationship with the student unions, universities and local council in order to provide an improved and co-coordinated student safe campaign.
Funds were allocated after successful bids for co-coordinated operational policing between the two areas, Liverpool North and Liverpool South and for a targeted marketing campaign to raise personal safety awareness.

Integral to the development of an improved service were the needs of the universities and the student unions. The campaign had to mirror the student lifestyle and avoid raising the fear of crime in the city.
In terms of operational policing activity, Liverpool North and Liverpool South were involved and their joint participation was essential to the campaign.

The policing was complimentary to the student cross border activities in terms of campus by day and residence by night, as well as taking into account the their social lifestyle in the city centre.
Student safety forums chaired by the student unions were actively attended by all partner agencies. Intelligence gathering and workload was also shared by partner agencies.
The marketing was innovative using an eye catching student safe campaign style to highlight a range of personal safety issues throughout the academic year. Those messages dealt with crime victimisation, but it also looked at issues highlighted by students themselves e.g. housing, health, drink spiking and drugs.
Using student unions to deliver personal safety messages alongside police officers gave the campaign credibility.

As a result of partnership co-ordination, robbery for students aged between 17-25 years was reduced in Liverpool North and South from the academic year (September - June) 2001/2 to 2002/3 by 38%. It resulted in 255 less victims and achieved a saving of £1.275m.
As well as a reduction in student robberies, the campaign's objective was also to increase feelings of safety. Research shows that the campaign did not increase feelings of vulnerability but increased awareness of safety issues.

Although the campaign used different mediums to raise personal safety awareness e.g. in the student unions, website links, student publications, student bars in the city and local radio stations, the campaign failed to collect a database of students' personal details for direct marketing.
As there are so many private halls, relationships with the private sector will need to be developed.

2003/04 academic year is seeing the delivery of Operation Student Safe extended to include Further Education institutions across Merseyside.
Different mediums to target the students have already been organised and work is in progress to collect students' personal details.
Students will also be asked to sign up to an initiative for tracking stolen mobile phones.

Merseyside Police, Crime Reduction Unit, 38A Hope Street, Liverpool L1 9BX

Peck-Har Tan, Marketing Officer

Eddie Townsend, Marketing Assistant

Last update: Last update: 10/11/03

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