COI Communications puts anti-car crime message on parking meters

The Home Office is launching a multimedia advertising campaign devised by Rainey Kelly Campbell Roalfe/Y&R as part of its strategy to help cut car crime.

The campaign, through COI Communications, will aim to target drivers at the point where cars are left unattended, and will highlight how easy it can be to outsmart car criminals by locking vehicles at all times.

To catch the attention of drivers, the campaign is pioneering the use of street parking meters and pay-and-display units as an advertising medium.

One of four messages on meters reads: "Car criminals window shop too."

They will support two 30-second spots, running across national TV. One opens on a woman, sitting in a police station. As a voiceover talks about thieves being opportunists, viewers are meant to think the woman is a criminal. In fact, she is the victim.

Media planning is through Mediaedge:cia and buying is through COI. National radio, outdoor and online activity is planned to follow.

TV activity was written by Richard McGrann, art directed by Andy Clough and directed by Mark Nunnerly through RSA. Ambient activity was written by Tim Cordell and art directed by Alex Bamford.