| Title | Gang Violence |
| Agency |
DDB Canada
|
| Campaign |
Remain Anonymous - Greater Vancouver Crime Stoppers
|
| Advertiser |
Crime Stoppers International
|
| Brand |
Greater Vancouver Crime Stoppers
|
| Posted | February 2009 |
| Business Sector | Public Safety, Health & Hygiene
|
| Tagline | You remain anonymous, criminals don't. |
| Story | Greater Vancouver Crime Stoppers unveiled a hard-hitting public service announcement (PSA) campaign today to help battle escalating violence plaguing metro Vancouver this year. The campaign encourages people to report crimes and suspicious behaviour, and compellingly reinforces Crime Stoppers' new positioning, "You remain anonymous, criminals don't." |
| Philosophy | "Pixelation is instantly recognized and commonly associated with the reporting of criminal activity. But this time it's used to illustrate the anonymity of providing crime-solving tips," says Dean Lee, creative director, DDB Canada. "People need to realize their tips are completely anonymous, that tipsters have nothing to fear and can make a real difference in helping make Vancouver a safer city to live in." |
| Problem | Developed pro bono by DDB Canada's Vancouver office, the provocative campaign includes out-of-home and print elements targeting individuals who have information that would help solve a crime or lead to the capture of a criminal. The gritty creative executions are based on four criminal activities identified by the police and the community as high priority: street crime, unsolved homicide, gun crime and gang violence. Each PSA shows a crime in progress with the perpetrator(s) in focus while the identities of the victims and witnesses are pixelated to keep them anonymous. The new campaign will start appearing in The Province newspaper and other publications next week and across metro Vancouver on billboards, transit shelters, on buses, in bars and restaurants and washroom stalls. The PSA campaign will be supported by radio and television executions, which will launch later this spring. |
| Result | The PSA campaign for Greater Vancouver Crime Stoppers was created by DDB Canada in collaboration and with generous donations from the following media partners and organizations: 24 Hours newspaper, Georgia Straight, Lamar Advertising, Metro newspaper, New Ad, OMD Canada, Pattison Outdoor, Philip Jarmain Photography, The Province newspaper and Vancouver magazine. Global BC Television, the Corus Radio Network, The Province Newspaper and Shaw Community Television will also continue their ongoing support to Crime Stoppers as part of this campaign. DDB Canada has worked with Greater Vancouver Crime Stoppers for 17 years. |
| Media Type |
Outdoor/Out of Home
|
| Market | Canada |
| Chief Creative Officer |
Alan Russell
|
| Copywriter |
Neil Shapiro
|
| Photographer |
Philip Jarmain
|
| Retoucher |
The Orange Apple
|
| Print Producer |
Studio 17
|
| Prepress House |
Studio 17
|
| Art Director |
Colin Hart
|
| Art Director |
Dan Strasser
|
| Creative Director |
Dean Lee
|
| Creative Director |
Cosmo Campbell
|
| Agency Producer |
Gayle Robson
|
| Account Manager |
Kyle Stewart
|
