NOT SAFE by DDB Toronto for Toronto Crime Stoppers

NOT SAFE

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Industry Charities, Foundations, Volunteers
Media Radio
Market Canada
Agency DDB Toronto
Released June 2012

Awards

Cannes Lions 2012
Radio Lions Public Health & Safety, Public Awareness Messages Silver

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: TORONTO CRIME STOPPERS
Product/Service: TORONTO CRIME STOPPERS
Agency: DDB CANADA/TORONTO, CANADA
Advertiser TORONTO CRIME STOPPERS
Product TORONTO CRIME STOPPERS
Entrant DDB CANADA/TORONTO, CANADA
2 of 3 Campaign
Type of Entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Title: NOT SAFE
Advertiser/Client: TORONTO CRIME STOPPERS
Product/Service: TORONTO CRIME STOPPERS
Entrant Company: DDB CANADA/TORONTO, CANADA
DM/Advertising Agency: DDB CANADA/TORONTO, CANADA


Brief Explanation
Toronto Crime Stoppers promotes the fact that individuals who provide tips remain anonymous. The validity of this claim, however, was coming into question by the public. Our primary target felt as though the tip line was not truly anonymous and feared being exposed to the police, or worse, to the offender. We needed to reassure “tipsters” that they had nothing to fear.

To help reassure the public that the tips they leave are completely anonymous, we created a radio campaign that let the public know that the only person who should be fearful of a tip is the criminal.