Challenge

To create a national campaign calling on the public to help identify 19 of Crime Stoppers most wanted fugitives. The aim was to achieve widespread coverage across both traditional and social media to generate awareness of the fugitives and encourage reporting.

Response

  • We developed and implemented a media engagement campaign, calling on the public to help Crime Stoppers find 19 wanted persons.
  • We secured a wide range of national television, print, online and radio coverage including 163 television slots, 24 separate radio news broadcasts, 53 online and print pieces.
  • We secured segments on top tier national television programs including The Project, The Today Show, Sunrise, Studio 10 and ABC News 24, as well as news coverage on news.com.au, Nine News Online, Huffington Post, The Land, The Guardian and a print and digital piece in The Australian.

 

The campaign achieved significant community engagement, resulting in nine targets being apprehended within eight weeks of the launch.