Social marketing – case studies
Campaign: Keep crime down
Client: The Home Office
WPP company: Y&R, London
Knife attacks and terrorism dominate the headlines, but these only account for a tiny percentage of crime. Britain’s most commonly experienced crime is theft at an estimated cost of £9.5 billion a year.
Y&R created a campaign with the strapline ‘Lets Keep Crime Down’. Each ad highlights a simple measure to show how the public can make their homes safer and protect their property from opportunistic criminals
The adverts appeared in national and regional newspapers, television and radio in early 2009.
The campaign reduced the cost of crime to the taxpayer by £189 million and saved £14 for every £1 spent.