Rowland partners with Crime Stoppers Queensland

Published on
March 17, 2014

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Crime Stoppers Queensland is a not-for-profit community volunteer organisation that believes the general public can help make a difference in solving and preventing crime. Rowland worked with Crime Stoppers Queensland to develop an integrated campaign to encourage the North Queensland community to help stop, solve and prevent crimes.
Brief: Late last year, Crime Stoppers Queensland implemented an anti-crime campaign across Cairns and Townsville, to remind residents of their community duty to report information relating to local crimes. The campaign needed to contain elements that could easily translate to other regions, yet was also sufficiently tailored to gain cut-through with the Cairns and Townsville audiences.

Solution: Rowland developed a multi-platform campaign that incorporated traditional and social/digital mediums. The two ‘hero’ components of the campaign included a Crime Stoppers-branded ‘mobile app’ and two social experiments staged in Townsville and Cairns. The mobile app enabled users to sign-up to push notifications about crimes in their area, prompting users to call the 1800 333 000 number or upload information.

Meanwhile the social experiment featured carefully choreographed ‘crimes’ featuring actors, with the purpose of seeing if unsuspecting members of the public reached for their phones to report the crime playing out before them.

Outcome:  The social experiment earned Crime Stoppers Queensland significant traditional and social media exposure, helping to attract more than 1,300 downloads of the mobile app to date. The accompanying advertising campaign across outdoor, radio, press and online mediums reached more than 1.5 million people across the region, driving more than 2,500 unique visitors to the Crime Stoppers website.

For more information about multi-channel, integrated marketing campaigns, please contact Rob Lovegrove, Group Manager Integrated Marketing Communication on (07) 3229 4499 or rob.lovegrove@rowland.com.au

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