RKCR/Y&R, London 
- Hampstead Road Greater London House
- London NW1 7QP
- United Kingdom
- Phone: 0207 611 6568
- Fax: 020 7611 6011
- Country Phone Code: 44
- Website: www.rkcryr.com
- Email: alexandra_gluck@uk.yr.com
Vehicle Crime Reduction - “Interview”
The Home Office| Title | Interview |
| Tagline | Crime. Let's Bring It Down |
| Agency | RKCR/Y&R |
| Advertiser | The Home Office |
| Brand | Vehicle Crime Reduction |
| Product Category | Government Information & Services |
| Campaign Name | No easy ride |
| Market | United Kingdom |
| Country of Production | United Kingdom |
| Language | English |
| Media Type | Television & Cinema |
| Length | 30 Seconds |
| Awards | IPA Effectiveness Awards, 2004 (Entrant) for |
| Business Director | Stuart Sullivan-Martin |
| Advertising Manager | Anne Nash |
| Planning Partner | John Hawkins |
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.