Social marketing – case studies

Campaign: Keep crime down

Campaign: Keep crime down

Client: The Home Office
WPP company: Y&R, London

Knife attacks and terrorism dominate the headlines, but these only account for a tiny percentage of crime. Britain’s most commonly experienced crime is theft at an estimated cost of £9.5 billion a year.

Y&R created a campaign with the strapline ‘Lets Keep Crime Down’. Each ad highlights a simple measure to show how the public can make their homes safer and protect their property from opportunistic criminals

The adverts appeared in national and regional newspapers, television and radio in early 2009.

The campaign reduced the cost of crime to the taxpayer by £189 million and saved £14 for every £1 spent.