The strategy was based on the insight: “No one would buy something that belonged to a person that was violently murdered, then, why purchase their phone? To achieve this, we reached out to mobile phone enterprises and the families of the victims. They allowed us to convert the final seconds of the victims last call in spots.
Philosophy
The cell phone you currently have could be Ana´s. Buying a stolen cellphone, makes you part of a crime
Problem
In Colombia, 1´665.810 cell phone were stolen yearly. 4.563 daily. 1400 homicides were caused by cell phone theft. Our objective was to change the behavior of Colombian citizens.
Result
85% of colombians today prefer to buy a legal and more expensive phone. Phone thefts were reduced by 60% and homicides fell 80%. The pressure of media and citizens forced the government to create "Pact of Bogotá", an international alliance that blocks the use of stolen phones in other countries. Cellphone clients were asked by their service providers to register and accept that if the cellphone was reported stolen, it would become useless.