Back in the 90s, Crime Stoppers were a household name, thanks to their TV ads encouraging Aussies to call about crime. Fast forward to 2020s and calling people is a crime.
With their image stuck in the past and teens assuming that reporting crime was complicated we showed our audience that reporting a crime was as easy as uploading a photo.
Inspired by Instagram photo dumps we reframed our way of reporting crime into evidence dumps. Each film took a unique style of content based on how Gen Z were documenting their lives at the time.
From 6 social posts the campaign drove $2 million dollars of earned media and had a view rate 300% higher than all content released on Crime Stoppers owned channels.
The campaign was extended into out of home until someone drew a massive dick on our street posters. Sadly the perpetrator is still at large.