Don't Disrespect

“Don’t Disrespect” is a youth-led campaign by Kent County Council that tackled street harassment with a modest £26,000 budget—£16,000 from the Home Office and £10,000 from the Department for Transport. Despite limited resources, the campaign achieved exceptional reach, engagement, and media impact.

The campaign’s centrepiece—a video co-created with young people—was launched at a youth council event attended by over 120 young people. It quickly gained traction, with 42,941 YouTube views, 423,093 impressions, and a cost-per-view of just £0.017. Paid social ads reached 460,929 people, generating over 1 million impressions and 6,163 clicks at a CPC of £0.36.

Media coverage was extensive: the campaign was the top story on BBC South East, featured on Meridian News, BBC Radio Kent, and Kent Online, and even received national attention via Public Sector Executive. The campaign webpage saw 4,002 visits, with a significant spike during the launch period, driven by organic search and social media.

Beyond numbers, the campaign sparked meaningful dialogue. Young people shared the video widely, and feedback from the launch event confirmed its emotional resonance and relevance. The campaign was also adopted in schools and youth settings, supported by free educational resources. “Don’t Disrespect” proves that with authentic youth involvement and strategic execution, a small budget can deliver outsized impact—shifting perceptions, generating national media attention, and driving real-world conversations about respect and behaviour.