Crime Stoppers urges citizens to speak up

The hotline is looking to boost the number of tips it receives with a hard-hitting campaign in Newfoundland and Labrador.
nl crime stoppers

Crime Stoppers of Newfoundland and Labrador is urging everyday citizens to take action and help stop crime with its recently launched “Speak up Solve Crime” Campaign.

Targeting 18- to 65-year-olds, with creative and media from Target Marketing, the campaign features an array of donated media, including TV spots on NTV, radio on Coast 101.1, OZ FM and VOCM, print spots in The Telegram, a St. John’s-based newspaper, and OOH on buses, transit shelters and billboards.

The second partnership for Target and Crime Stoppers, the campaign focuses primarily on the St. John’s area, but will have province-wide reach.

Jenny Smith, creative director, Target Marketing, tells MiC that this campaign differs from Crime Stoppers’ last effort in that it more aggressively encourages people to send in tips via phone call, text or email, as opposed to promoting the anonymity of the hotline.

“When someone witnesses a crime, they don’t speak up because they don’t want to get involved, there’s fear of implication, or they think someone else will call in with a tip,” Smith says of the insight behind the campaign, noting that this influenced Crime Stoppers’ decision to go with a hard-hitting message.

She adds that OOH is an integral part of the campaign because it puts the message in the public eye, where people are more likely to be witnesses to crimes.

The campaign runs until Feb. 28, with a second cycle slated to run in March.