RKCR/Y&R, London Follow Update

  • Hampstead Road Greater London House
  • London NW1 7QP
  • United Kingdom
  • Phone: (+44) 0207 611 6568
  • Fax: (+44) 020 7611 6011

Vehicle Crime Reduction - "Interview" - RKCR/Y&R

  • Interview
  • Vehicle Crime Reduction
  • The Home Office
  • RKCR/Y&R
  • United Kingdom
  • No easy ride
Product CategoryGovernment Information & Services
MarketUnited Kingdom
LanguageEnglish
Media TypeTelevision & Cinema
Length30 Seconds
Awards IPA Effectiveness Awards, 2004 (Entrant) for
Business Director Stuart Sullivan-Martin
Advertising Manager Anne Nash
Planning Partner John Hawkins
Crime. Let's Bring It Down

Concept

A demonstration of the multiplier effect of different communications – one idea expressed differently in media channels chosen specifically to highlight ‘motivation’ and ‘reminder’ messages to reduce the risk of vehicle crime.

Result

A major shift in attitudes resulted and was linked to changes in claimed behaviour. Analysis of the accompany-ing 23% decline in vehicle crime indicates the contribution of communications – saving cost and distress for the driver and releasing police time and resource.