Challenge

To implement a campaign in Canberra and the surrounding region, which would localise the national campaign to help stop the rise of methamphetamine (ICE) activity across Australia whilst also highlighting the important role of Crime Stoppers in keeping the community safe by encouraging the community to report.

Response

  • We staged a series of campaign launches targeting specific locations in the Canberra, Queanbeyan and Yass regions. These involved key opinion leaders and were designed to encourage people to report drug-related information.
  • We created and regularly published campaign specific social media content to increase public awareness and encourage engagement with Crime Stoppers.
  • We worked collaboratively with government officials and police representatives to drive messages in the media and share campaign specific collateral through their networks.
  • We achieved consistent coverage in television, online, radio and print media of launches in all locations.

The campaign was highly successful, with 525 drug-related information reports provided by the public, a 40% increase for this period in Canberra.