IPA Effectiveness Awards 2006: Gold Award - Best Media, Sponsored by Campaign

Vehicle Crime Prevention
Campaign title: Don't give them an easy ride
Client: The Home Office
Agency: RKCR/Y&R
Author: Emily James, RKCR/Y&R
Contributing author Louise Cook, Holmes & Cook
Media used: TV, print, outdoor, interactive, radio, ambient

IN A NUTSHELL: Vehicle crime reduced 37 per cent with communications responsible for half of the reduction witnessed.

SUMMARY: England and Wales have one of the world's highest vehicle crime rates, with an average of 8,000 incidents every day. Past campaigns tackling vehicle crime had demonised the criminal. In the face of rising crime paranoia, it was felt this would simply fuel people's sense of powerlessness. Instead, this campaign chose to "humanise" the criminal, by giving the audience an insight into the criminal's mind, in order to restore the public's sense of ability to take preventative measures. During the campaign, vehicle crime was reduced by 37 per cent, with econometric analysis estimating that communications were responsible for half of the reduction. Overall, the campaign delivered an ROI ratio of 28:1 in four years.

JUDGE'S COMMENT: This truly effective campaign repositioned vehicle crime as something to outwit rather than to fear and it clearly contributed significantly to the reduction in car theft. The media strategy was comprehensive so that vehicle owners came into contact with the campaign in many different situations, and the attention to the regional execution was also impressive. This was great value public sector advertising.

- Sir Paul Judge, chairman of judges, past master, Worshipful Company of Marketors.

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