Case Study: Leicestershire Police reduces cocaine-related night-time violence with Together Agency's 'Charlie is in Control' campaign

Leicestershire Police wins 2 gold awards with Together Agency

Leicestershire Police faced the challenge of reducing low-level violent crime linked to cocaine use in the night-time economy. They needed a campaign to raise awareness, encourage behavioral change, and signpost users to support services from the local charity Turning Point. They partnered with Together Agency, which employed its behavioral science and social media expertise to develop a solution.

Together Agency developed the "Charlie is in Control" campaign, using behavioral science insights to create a narrative around the personified drug. The campaign used stills and videos across multiple platforms to challenge perceptions of cocaine use and promote informed decision-making. The initiative was highly successful, winning a Silver IPM award for Best use of Social Media in 2025 and two Gold IPM awards in 2024 for Best positive impact campaign and Best use of data and insights.

Leicestershire Police