Vehicle Crime Reduction - “Interview”
The Home Office
|Tagline||Crime. Let's Bring It Down|
|Advertiser||The Home Office|
|Brand||Vehicle Crime Reduction|
|Product Category||Government Information & Services|
|Campaign Name||No easy ride|
|Country of Production||United Kingdom|
|Media Type||Television & Cinema|
||IPA Effectiveness Awards, 2004 (Entrant) for |
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.
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.