Boston Police Department Promo, Case study OPERATION HOODSIE CUP by Hill Holliday

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Industry Public awareness, Government & Other Authorities
Media Promo & PR, Case study
Market United States
Agency Hill Holliday
Copywriter Ilya Vedrashko
Producer Ashley Engel
Print Production Manager Pam Neilson
Released June 2010

Credits & Description

Category: Charity and Not for Profit
Group Creative Director/AD: David Gardiner (Hill Holliday)
Group Creative Director/CW: Joe Berkeley (Hill Holliday)
CD/CCO: Kevin Moehlenkamp (Hill Holliday)
Associate Design Director/AD/Illustrator: James Adame (Hill Holliday)
Designer/AD/Illustrator: Wesley Dorsainvil (Hill Holliday)
Copywriter: Ilya Vedrashko (Hill Holliday)
Digital Effects: David Onessimo (Hill Holliday)
Producer: Ashley Engel (Hill Holliday)
Web Developer: Kelsey Meuse (Hill Holliday)
Web Developer: Fred LeBlance (Hill Holliday)
Account Planner: Lisa Borden (Hill Holliday)
Print Production Manager: Pam Neilson (Hill Holliday)
Media placement: Live Event - N/a - 15 June 2010

Summary of the Campaign
In the summer in Boston, as the temperature spikes, so does the crime. Members of the community are reluctant to help police due to the fear of reprisal and mistrust of the police force. This campaign led to an idea that rebuilt trust and opened new lines of communication with the Boston Police Department, reduced violent crime, and maybe even saved lives. After exploring many concepts, the one that rose to the top was a mash-up of an ice cream truck and a police cruiser. On hot summer days, without any warning, the combination ice cream truck and police cruiser would roll into at-risk neighborhoods, heavily armed with fun graphics and free ice cream. Our designers create the 1/2 ice cream truck, half police cruiser. Uniformed police officers handed out free ice cream and custom-printed napkins with copy inviting neighborhood residents to call or text police crime tips anonymously. Community members were invited to follow along at a website we created,

The Situation
The Commissioner of the Boston Police Department wanted us to help him gain trust in at-risk neighborhoods to reduce violent crime in the summertime. He was open to any suggestion and was willing to do something new.

The Goal
Change perception that inner city youth have of the police department.

The Strategy
During the planning process, we learned that we could not move forward with an approach that would tell residents what to do, we needed to start a movement that would give residents a chance to talk, and the cops the opportunity to listen. The strategy was: Create more positive interactions between cops and kids.

The Boston Police Department mashed up an ice cream truck and a police cruiser, that went into at-risk neighborhoods heavily armed with fun graphics and free ice cream.

Documented Results
The campaign built trust, opened new lines of communication and created buzz int he city and around the world. After 30 days, the campaign generated 7.480 Google hits, 2,562 site visits and 4,583 page views with a total budget of only $6,000.