Quiet Storm | Crimestoppers
16935
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Crimestoppers

Ambient, Direct
Crimestoppers
AMBIENT
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DIRECT
THE THING WE NEEDED TO MAKE HAPPEN

To allow Crimestop­pers to reach bey­ond the ‘cur­tain twitch­ers’, who only knew crimes were hap­pen­ing, and help them con­nect with those in the know: kids on the peri­phery of crimin­al­ity who could tell them what was really going down…but who might look up to the crim­in­als too much to say anything.

 

THE TRUTH WE CELEBRATED

That the best way to under­mine someone’s cred­ib­il­ity in the eyes of oth­ers is to laugh at them.

 

THE MIND BOMB WE CREATED

Col­lect­ing Crim­in­als was a ‘col­lector card’ inspired idea, designed to punc­ture the status of crim­in­als, present­ing them as fig­ures of fun not worthy of respect. Using an approach we termed ‘Urban Dis­cov­ery’, Col­lect­ing Crim­in­als cards were placed dir­ectly into the world of the kids we wanted to reach – as mag­nets on the cars they used as social meet­ing points, in ‘nick me’ wal­lets dropped on the street, placed into the pock­ets of items in clothes shops and more. In a sig­ni­fic­ant step, we also per­suaded Crimestop­pers’ fun­ders, the Met­ro­pol­itan Police, to remove their logo from cam­paign mater­i­als, to rein­force the point that this was an inde­pend­ent, anonym­ous service.

 

THE EFFECT WE DELIVERED

Though only a small scale cam­paign, call num­bers increased by over 50% dur­ing activ­ity period, and a num­ber of sig­ni­fic­ant but pre­vi­ously intract­able crimes were solved.