Toronto Crime Stoppers

Toronto Crime Stoppers (TCS) is a not-for-profit organization that provides an anonymous call-in phone number to report tips on crimes.

However research showed that the primary target, high school students, felt as though the tip line was not truly anonymous and feared being exposed to the police, or worse, to the offender. This was becoming a barrier as tips were down 10% from the previous year.

Placing the creative in high schools was too obvious and “preachy,” so donated media leveraged local Toronto newspapers, wild postings around the city and online, which included YouTube, Facebook, the TCS website and city blogs.

Three print executions featured criminals’ faces each covered by a piece of clothing: a baseball cap, a bandana and a hoodie. On top of each piece of clothing, the criminals’ faces were printed exposing their identities. The line read, “Your tips help expose criminals.”

A viral video showcased a robber holding up a convenience store where he encounters the clerk and other bystanders concealed in balaclavas. Confused, the robber begins to back out and continues to run into concealed witnesses as the line reads, “You stay anonymous, criminals don’t.”

In March 2011, the first month after the campaign launched, TCS saw a 33% increase in calls compared to the previous month and an 18% increase compared to March 2010. The previous 10% decline in calls was turned around, into a 10% increase YTD.

The online video was shortlisted at Cannes and the print took home various awards including Applied Arts, ADCC and a finalist at the Clios.