Cumberland Council is extending its campaign against abuse of frontline workers by applying campaign branding to selected highways vehicles.
The vehicles will carry the message “behind every uniform is a person” as they travel through the county’s towns, villages and rural communities. The council said the move is intended to reinforce the campaign in the areas where its staff work.
Campaign expands beyond posters and signs
The vehicle wraps are the latest phase of the council’s Real People, Real Jobs, Real Respect campaign. Since its launch, Cumberland Council has displayed posters featuring council staff in buildings including the Civic Centre, used digital banner sites at Workington Sports Centre, promoted the campaign on social media and installed roadside signs.
Councillor Denise Rollo, executive member for Sustainable, Resilient and Connected Places, said: “This campaign is about protecting the people who keep our services running. Abuse, whether verbal, physical or psychological, has a real impact and it will not be tolerated.”
On the vehicle wraps, Rollo said: “These vehicles are seen every day on our roads, in our towns and villages, and at work sites, making them a powerful way to remind people that behind every uniform is a person.”
She added: “Our staff are parents, partners, friends and neighbours. They work hard to provide essential services and should be able to do so without fear of abuse or intimidation. We are asking everyone to think about the impact their words and actions can have, both face-to-face and online, and to treat our staff with the respect they deserve. By taking the campaign directly into our communities, we hope to continue building awareness that there is simply no excuse for abuse.”
The council has also released a campaign video.
Details of rollout not disclosed
Cumberland Council has not said how many vehicles will be wrapped, when the branding will appear, how much the campaign costs or how many incidents of abuse have been reported by staff.