Michigan State Police — “Stop a Plot” Campaign
Goal: Increase statewide awareness of the behavioral warning signs of a potential targeted act of violence and help Michigan residents understand how and when to report a concern. The ultimate goal: To prevent violent events before they occur.
Approach:
Brogan & Partners developed an integrated public safety awareness campaign grounded in research, proven behavioral indicators and best practices in violence‑prevention communications. While motivations behind targeted attacks vary, patterns often emerge. Our creative strategy leaned into these recognized “pathway to violence” signs to empower Michigan residents with clear, memorable messaging.
The campaign’s central concept was anchored by an emotionally impactful detective‑wall visual and the call to action, “Stop a plot. Speak up.” Carefully crafted to resonate quickly across digital platforms, social media and community environments, the messaging was adapted for multiple channels to ensure accessibility and statewide reach.
Scope of Work:
- Research and strategy
- Campaign naming
- Logo development
- Campaign development including video production, and rollout assets including flyers, social media, palm cards and landing‑page content
- Social media management and monitoring
- Media planning, placement and reporting
Results:
The Michigan State Police “Stop a Plot” campaign successfully increased public awareness of warning signs, drove high engagement and delivered measurable impact across the state — demonstrating Brogan’s ability to execute a statewide, public safety campaign with precision and efficiency. Despite limited grant‑funding dollars, the integrated media campaign delivered strong reach and engagement across Michigan:
6.3M+
Impressions,
meaning over 6 million people saw our ads
2.3M+
Video Views
1.78M+
Video Completions
38,778
Visits to the web page
