Think HQ Campaign Empowers Victorians To Understand Their Legal Rights

Forget the right to remain silent. A new campaign by social change agency Think HQ for the Victorian Legal Services Board + Commissioner (VLSB+C) is encouraging people seeking legal advice in Victoria to speak up to better understand their rights.

The ‘Your Right to Ask’ campaign encourages people to ask their lawyer questions about confidentiality, costs, and conflict of interest, to help them understand the law and legal processes and build trust in the client-lawyer relationship.

The campaign was developed in response to recommendation 76 following the Royal Commission into the Management of Police informants, and highlights how clients can prepare for their first appointment, what to do if conflicts of interest arise, how their lawyer might bill them, and how their case might be managed.

To reach the diverse range of Victorians who access legal services, campaign assets were produced in five languages. The through the-line-campaign includes a paid media buy across social, online video, digital display, press and radio.

Comprehensive below-the-line community engagement includes creative assets and campaign packs tailored to culturally diverse and First Nations audiences. The 10-week campaign got off to a very positive start, with the YouTube video clocking up 45k views in the first five days post launch on 18 April.

Andy Lima, group head of creative, production and digital, Think HQ said: “It’s important for people to feel empowered when they’re accessing any services, and law and legal processes can be particularly hard to understand for anyone outside the system. It requires communications that is both clear and accessible. This important campaign demystifies legal processes to help more Victorians make more informed decisions in what can be a daunting process.”

VLSB+C, head of customer experience, Alicia Semple, said: “Think HQ were fantastic to work with and brought significant insights and understanding of the diverse audiences we needed to reach. They developed a campaign strategy and concept that cut through legal jargon, distilling complex information in a way that was simple and easy to engage with.”

“The campaign message of ‘Your Right to Ask’ encouraged people with a legal problem to ask their lawyer questions to build not only their understanding of the legal process, but also a stronger relationship with their lawyer. Think HQ was a great partner in developing this exciting campaign.”

Credits

Agency: Think HQ

Client: VLSB+C

Media: OMD

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