Brief: Crime is increasing in Toronto schools. Unfortunately, students are hesitant to report crimes because they believe that their identities may be revealed, and that the tips they leave will be traced back to them, making them a target. We need to let students know that Crime Stoppers is safe to use – that there is no way for anyone to trace your tips back to you.
Description: With a youthful target that has short attention spans, craves entertainment, and doesn't trust traditional advertising, we needed to take a new approach for Crime Stoppers. So we created a series of short videos that would live online, and could proliferate through the outlet that today's youth is connected to most: social media. To be noticed, we had to be irreverent. So our videos exaggerated the lengths that Crime Stoppers goes to protect your identity when you submit a tip.
Toronto Crime Stoppers will use the two videos as part of their in school program, in addition to living on whenyouleaveatip.tumblr.com. Developed by Tribal Worldwide – Toronto the new Tumblr page also shares assets, like meme-style images and GIFs, using the characters from the spots to help raise awareness for the campaign.