Amaze has been appointed to research and implement a national brand awareness campaign for Crimestoppers, the independent charity working to fight crime through anonymous telephone or online tip offs.
The agency has started work to develop high impact, public messages designed to assist the 21-year old charity in bringing even more criminals to justice. Since Crimestoppers’ inception, over 88,000 criminals have been charged in the UK and overseas, a rate of success Amaze will help to increase by raising awareness of the charity’s key messages.
Two barriers being challenged by Amaze are that potential users of the service are often unaware that their anonymity is guaranteed, and that Crimestoppers are a separate entity from the police and the TV programme Crimewatch. The outcome of meeting these challenges will inform the creative that will be utilised nationally by regional boards, and appear across leaflets, posters, calling cards, press and a variety of outdoor advertising.
Nick Bradshaw, Managing Partner at Amaze said: “Crimestoppers offer peace of mind to many victims of crime by helping to capture those responsible, but it’s a charity which cannot function without the confidence of its users. It’s important that their public image promotes that confidence, emphasises the good work that they’ve done and what they’re striving hard to achieve. Our brand research and consultancy can go a long way to bolstering and sustaining that image.”
The brief is being met with reference to comic book superheroes that fight crime anonymously, a universal point of reference designed connect with people of all ages and cultures and creating a sense of empowerment whilst conveying the core message of diminished personal risk. The campaign is due to go live mid summer.
Hannah Daws, Head of Crimestoppers, added: “To reach mass audiences across the UK it is important to keep the campaign simple and to the point, especially around our anonymity promise. The superheroes design route does just this and the characters have great visual impact with a bit of humour thrown in for good measure!”