Modern Slavery – Domestic Servitude Behavioural Insights Campaign

As part of the London Tackling Violence Against Women and Girls (VAWG) Strategy, the GLA awarded MOPAC with one-off funding of £600,000 to enable the commissioning of communication campaigns to tackle the attitudes which can lead to VAWG.

As set out in PCD 542 £125,000 of this budget has been allocated to the creation of a Modern Slavery Campaign. This work has been split into two sections – the first is a behavioural insights piece of work which researches Domestic Servitude in the capital and designs and tests an intervention to change attitudes and therefore behaviours in communities where this is practiced. The second is the marketing campaign and creation of the creative execution of the work.

After a competitive tendering process of the Behavioural Insights part of this work, run by TFL on MOPAC’s behalf, a bid with a value of £62,880 was successful. The purpose of this decision is to award and sign the contract to Kantar, the successful bidder.

The Deputy Mayor for Policing and Crime is recommended to award the contract to Kantar, to the value of £62,880. This will deliver a fully researched and tested intervention designed to change attitudes and therefore behaviours in a community in London which practices Domestic Servitude.

1. Introduction and background

1.1 Tackling Violence Against Women and Girls (VAWG) is a key priority in the Mayor’s Police and Crime Plan (2017-21). The refreshed London VAWG Strategy (2018-21) aims to reduce the prevalence of VAWG in London, tackling perpetrators and supporting victims and survivors to cope and recover.

1.2 MOPAC were awarded one-off Mayoral funding of £600,000 for campaigns to tackle the attitudes which lead to VAWG.

1.3 In PCD542 it was agreed that the £600,000 would be divided across three campaigns;

• £200,000 - FGM Campaign

• £125,00 – Modern Slavery Campaign

• £275,000 – Stakeholder Review (This will be a review of stakeholder engagement that develops a Target Operating Model that creates a whole systems approach to tackling VAWG)

1.4 This decision relates to the second campaign, researching, developing and testing an intervention designed to change attitudes and therefore behaviours in a community in London which practices Domestic Servitude.

1.5 MOPAC went out to tender via TFL to commission a provider to create, research, develop and test this intervention in conjunction with us and the communities identified by the research.

1.6 The overarching objectives of the work as defined in the RFP were:-

We want to demonstrate a change the behaviour and attitudes of the people in the community identified. Through this we would likely see:

o Increased community awareness of domestic servitude

o A longer-term increase in prosecutions, followed by a reduction in the known prevalence of domestic servitude

1.7 Through a fair and legal process Kantar were chosen from the bids we received.

2 Issues for Consideration

2.1 The work will be developed with the London Modern Slavery Partnership Board and specialists from across London to ensure that the messages created will resonate with the communities affected by Domestic Servitude.

2.2 The intervention and distribution methods will be researched and socialised with members of the community to ensure that it works and is scheduled to be seen in the right places.

2.3 Further to testing an intervention, a separate marketing agency will be procured to develop creative.

3 Financial Comments

3.1 This work has a fixed fee value of £62,880, and will be carried out and completed, including and evaluation by 31st March 2020.

3.2 Should MOPAC wish to extend this campaign beyond its current boundaries, extra money would need to be allocated.

3.3 The resource allocated for this piece of work, and approved by the Deputy Mayor of Policing and Crime will come from the budget as agreed in PCD542.

4 Legal Comments

4.1 As set out in 5.5 of the MOPAC Scheme of Delegation, the Chief Executive Officer can award and sign contracts for MOPAC with a total value of £50,000 to £499,999.

5 Commercial Issues

5.1 MOPAC undertook a competitive procurement process, to award a contract using a Marketing Framework provided by TFL. The Transport for London Procurement team managed the process to ensure it was conducted in line with MOPAC’s Contract Regulations and the Public Contracts Regulations (2015).

5.2 Kantar were awarded the contract because they achieved the highest score with their bid demonstrating their ability and capacity to deliver the work to a high quality and within the time scale.

6 Public Health Approach

6.1 VAWG is a significant public health issue, costing the health care system £1.3 billion a year. VAWG offences have a significant and enduring impact on an individual’s physical health and mental wellbeing and it is important that all partners are working together to support victims/survivors and are able to identify VAWG.

7 GDPR and Data Privacy

7.1 The providers are not being commissioned to process any personally identifiable information. If over the course of the delivery, it appears necessary for the provider to process personally identifiable information then MOPAC’s GDPR Project Manager will be consulted and a Data Protection Impact Assessment will be completed.

8 Equality Comments

8.1 The Equality Act 2010 puts a responsibility on public authorities to have due regard to the need to eliminate discrimination and promote equality of opportunity.

8.2 MOPAC is required to comply with the public sector equality duty set out in section 149(1) of the Equality Act 2010. This requires MOPAC to have due regard to the need to eliminate discrimination, advance equality of opportunity and foster good relations by reference to people with protected characteristics. The protected characteristics are: age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex and sexual orientation.

8.3 The Mayor’s Tackling Violence Against Women and Girls Strategy Impact Assessment

can be found here: /mopac-publications/mayors-violence-against-women-and-girls-strategy-2018-2021

9 Background/supporting papers

• PCD 542