A retailer-led proxy purchase campaign in Edinburgh has gone viral one week after launch. The first campaign message to be posted on Police Scotland’s Edinburgh Division Facebook page has reached over 78,000 people, been shared 365 time and received 120 comments. The post highlights to young people that proxy purchase is a serious offence and that if they are detected asking someone to buy alcohol on their behalf the police will intervene swiftly. The post features the distinctive ‘Police Taxi’ image developed as part of the campaign materials. The campaign focuses on the Leith area of the city and includes operational activity by both uniformed and undercover police officers from the Divisional Violence Reduction Unit.
John Lee, head of public affairs at SGF and chair of the Scottish Alcohol Industry Partnership campaigns group commented,
“Social media is an integral part of the overall campaign strategy and we can see how effective this is – the first post has reached almost 80,000 people in the city. Taken together, the use of social media, outdoor media such as street vinyls and digital advertising means that one week on from launch we already have a very high profile campaign.”