The Challenge: In metro Vancouver, violence was escalating. Witnesses did not want to voluntarily come forward as there was a fear that they would be named and that there may be retribution from the criminal or his/her supporters.
The Objective: A campaign was created to convince local residents to participate in the Greater Vancouver Crime Stoppers initiative by anonymously reporting crimes or suspicious behaviour.
The Plan: With goal of reaching the Greater Vancouver region, an initial media plan was created using local media including newspaper and outdoor to kick-off the program. These two visual media were also chosen as the message was going to be delivered through the copy and reinforced via the image. Finally both media allow for strong communication of the website and phone number.
- PC: Right-click on image. Then click on “Save Target As.”
- MAC: Click and hold on image. Then click on “Save Link As.”