Embed Size (px)
Citation preview
ISSUE 4 • WINTER 2009 • VOLUME 15
In this IssueGreater Vancouver Launches New Advertising ProgramCrime Stoppers Training Conference Reminder Campbell River New Mat AdvertisingThank You 7-Eleven
2
Greater Vancouver Crime Stoppers unveiled a hard hitting new public service announcement (PSA) campaign today to help in the battle against the escalating violence plaguing Metro Vancouver this year.
The campaign encourages people to continue to anonymously report information they might have about gang crime, gun crime, homicide and assault, and compellingly reinforces the Crime Stoppers key message, “You remain anonymous, criminals don’t.”
“The new campaign will refresh people’s perceptions about Crime Stoppers and reassure people that their anonymity is secured if they are still hesitant to contact us with their tips,” said Greater Vancouver Crime Stoppers Board of Directors member John Ashbridge.
There are a number of different media elements to the campaign. The visual look was created pro bono by the Vancouver office of DDB Canada. Each visual PSA shows a crime in progress with the perpetrator(s) in focus while the identities of others are pixelated. “Crime Stoppers just wants information about the criminal,” claims Ashbridge.
“Pixelation is instantly recognized and commonly associated with the reporting of criminal activity. But this time it’s used to illustrate the anonymity of providing crime solving tips to Crime Stoppers,” says Dean Lee, creative director, DDB Canada.
“People need to realize their tips to Crime Stoppers are completely anonymous, that tipsters have nothing to fear and can make a real difference in helping make Metro Vancouver a safer community to live in.”
Support to the visual campaign will be provided by The Province newspaper, 24 Hours newspaper, Georgia Straight, Grassroots Advertising, Lamar Advertising, Metro newspaper, New Ad, OMD Canada, Pattison Outdoor and Vancouver Magazine.
Corus Entertainment will launch a parallel radio PSA initiative on its group of Lower Mainland radio stations; CKNW News Talk 980, Rock 101 , 99.3 The FOX and AM 730/ All Traffic All the Time. “We have an ongoing commitment to support the work of Greater Vancouver Crime Stoppers." said CKNW program director Tom Plasteras. “Leading the radio portion of this campaign is exactly what we want to be doing for our community.”
Global BC Television will be providing a similar television PSA campaign. “We have been involved with Crime Stoppers for many years”, said Global BC Director of Marketing John Ridley. “The program provides a unique solution for people to provide information to investigators without the fear of reprisal.”
New Campaign to Combat Violent CrimeFebruary 19, 2009FOR IMMEDIATE RELEASE
3
Media partners like The Province newspaper and Shaw Community Television will also continue to carry regular Crime Stoppers features. “We hope that other media outlets will join with Crime Stoppers as well,” added Ashbridge.
For further information, contact: Tim KelleyExecutive Director, Greater Vancouver Crime [email protected]
The Crime Stoppers briefing had a great media turn-out. The new campaign will also be made available for use by Crime Stoppers programs throughout the province.
4
New Advertising Campaign Posters
5
Constable Lindsey Houghton and John Ashbridge showing the new marketing campaign. Alternative copies of the posters have been produced with the ‘bccrimestoppers.com’ website listing for distribution outside Metro Vancouver.
Metro Vancouver Crime Stoppers Media Chair John Ashbridge presented the new Crime Stoppers “You Remain Anonymous” Campaign at a Vancouver Police Department media briefing. On the podium left to right: Lindsey Houghton and Jana McGuinness (VPD Media Relations Officers), Paige Calvert (DDB Advertising), (behind microphone) Kathy Wilson (GVCS Staff), Kyle Stewart and Neil Shapiro (DDB Advertising), and RCMP Constable Jack Stetz and VPD Sgt Guy Draper.
6
Like many Crime Stoppers programs, Campbell River Crime Stoppers is constantly on the lookout for new, different, effective, and economical ways to get its message out to the public, and especially to that segment of the public most likely to have knowledge of criminal activities in the community. In the past they have tried ads in newspapers, the Coffee News, the sides of buses, radio jingles, matches, fridge magnets, bumper stick-ers - you name it, even fishing lures!
Campbell River Crime Stoppers director Iain McClymont recently started a new business producing custom printed entry mats for homes, businesses, boats and RV’s.
Iain also came up with the idea to print mats for Crime Stoppers and place them in high traffic business locations around Campbell River.
He came up with a special rate for the mats, and the Board decided to try it out. They ordered a dozen mats in two sizes. The mats (3’ x 2’ and 4’ x 3’) bear the Crime Stoppers logo and the simple message: “We Support Campbell River Crime Stoppers”, along with the toll-free Tips number.
Local area businesses were very receptive to the idea, and the larger mats can now be seen in prominent locations in several grocery stores, Home Hardware, and the local McDonald’s Restaurant.
The smaller mats found homes in some of the city’s privately owned, high traffic liquor stores. A local dry cleaner - White Hat Cleaners, has agreed to look after professional cleaning of the mats at a greatly reduced rate, ensuring that the mats will continue to look good for years.
Campbell River Crime Stoppers Unveil Unique Campaign
7
As a direct result of placement of the mats, one area food store, Vancouver Island based Quality Foods, volunteered to donate the proceeds of their employee “Jeans Friday” program to Crime Stoppers,essentially covering the costs of all of themats, and then some! They have also agreed to donate all food, beverages, utensils, condiments, plates etc for a future Crime Stoppers fundraiser.
Mats Pay for Themselves
More Mats PlannedIn light of the success of the mat program, the Board will be looking at expanding it as funds become available. In addition, the group has made an application for a Civil Forfeiture Grant to fund a mat program in area secondary schools.
Under this plan, which has the blessing of the local School District, larger mats (5’ x 8’) would be printed with the Crime Stoppers information on the lower half, including the WebTip and TextTip information, and the upper half would carry a message cre-ated by each school’s Leadership Classes specific to the school’s concerns; bullying, drugs, violence, vandalism, schoolsafety, etc.
Campbell River Crime Stoppers sees this as having enormous possibilities, both long term and short term. For more information contact Campbell River Crime Stoppers Director Iain McClymont at [email protected], or at 250-923-4352.
8
Greater Vancouver Crime Stoppers president, BC Crime Stoppers Board member and head of Government Relations for 7-Eleven Canada, Len McGeouch has great news to report:
“7-Eleven Stores in British Columbia raised $10,403.79 on behalf of British Columbia Crime Stoppers during the October 2008 collection period.”
BC Crime Stoppers Says: “Oh, Thank Heaven for 7-Eleven”
Greater Vancouver Crime Stoppers president Len McGeouch with BC Crime Stoppers past presidentShirley Stocker.
Each October, 7-Eleven raises money to cover the cost of the 1-800-222-8477 telephone service that is made available to Crime Stoppers programs within the province. McGeouch and 7-Eleven have a long history of supporting Crime Stoppers. 7-Eleven began raising money in Metro Vancouver in 1988 and when BC Crime Stoppers was formed the fundraising was extended province-wide.
Len states that now most 7-Eleven stores in Canada raise money for their local Crime Stoppers program.
Oh, Thank Heaven!
9
Production CrewExecutive Editor • Tim Kelley
Production Advisor • Rick Caswell
Layout • Andrea Nurme & Kevin Rapanos
Editing • Kait Cavers
Telephone 1-800-222-TIPS
Are you registered for the BC Crime Stoppers Training Conference in Vernon? Make sure you are part of the British Columbia Crime Stoppers Training Conference in Vernon, BC,
April 30–May 2, 2009.
To register, download the registration form online at www.crimestoppersonline.ca
Veron, BC by Rob Trent Online
