MEDIA CHOICE: Home Office's Vehicle Crime Reduction campaign

Ian Darby, Campaign's media editor, picks the latest press activity in the Home Office's Vehicle Crime Reduction campaign.

"The Government's agencies have consistently come up with innovative ways to back recent advertising aimed at making people take steps to protect their cars against crime. New steps in this area have included branding on parking meters and pay and display machines.

"The latest move was a deal with the January issue of What Car? which saw the anti-car crime message incorporated into the What Car? masthead.

"A redesigned contents page appeared on page three, topped with the masthead featuring the caption: 'New cars, used cars, unlocked cars, stolen cars.' The page also flags the secureyourmotor.gov.uk website that includes information on how to protect a car.

"What Car?'s audience of new and used-car buyers is an ideal target for the car crime warnings and the use of the medium, with the disruption to the usual editorial feel of part of the magazine, achieved standout."

Advertiser: Home Office/COI Communications

Medium: Press advertising in What Car? that incorporates anti-car crime

messages with the What Car? brand

Media planning and buying: Daniel Wood and Ian Tournes at MediaCom

Creative: Rainey Kelly Campbell Roalfe/Y&R

Brief: Find new ways to advise motorists of the simple steps they can

take to reduce their risk of car crime

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