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Police join forces to create public information advertising campaign

31st October 2014



Design Inc has recently won a pitch for a major public information advertising campaign to help reduce burglaries at this time of the year. Five police forces in the South East have joined together to get this message across as the evenings are now dark . The integrated above and below the line campaign will include outdoor, public transport, print and online advertising as well as a number of regional roadshows. The campaign will be supported by further information resources on how to protect your home from burglars and what to do if you are a victim of burglary.

Can’t get you out of my head

Our arresting visual combines the image of a head and a home – and the ‘Don’t Let Them In’ headline is based on the unfortunate fact that a burglar takes much more that your possessions – they can take away your peace of mind when they enter your home. Don’t let them in your home and your head. The campaign also includes the Light it. Lock it. List it. message that Design Inc developed to remind you of three practical steps that you can take to deter burglars.

Frank Norman, Commercial Director of Design Inc remarks “We knew we wanted to say more than just the standard ‘close your windows/lock your doors’ message. A burglary is so emotive and the victim really does feel violated, scared, vulnerable. And, to be truly memorable, we wanted this advertising campaign to focus on more than possessions alone. If this gets people to think about how they (or their loved ones) would feel if they were burgled, then perhaps they will take extra precautions at this time of year to prevent this. And, if our creative helps reduce the number of burglaries, even by one, then it has done its job.

Juliet Smith, Corporate Communications, Surrey Police said “Public information advertising campaigns can be dry and can be clichéd; for a regional burglary campaign I wanted something memorable and thought provoking without a swag bag in sight. Design Inc achieved this and then some. Their arresting visual concept packed an emotional punch, with one victim of burglary telling me: “ That looks perfect!  If I could have taken a photo at the time and the months that followed.  That’s how I would have looked!” while at the same time giving simple, easy to retain crime prevention messages.

Design Inc were the only agency that we approached who managed to successfully combine the two and feedback from our creative testing confirmed that we were on to a winner. I am so glad that we were able to use an agency of this calibre for this campaign. Their knowledge and expertise gave us  a unique end product that I am really proud of. And aside from all of that, they are a delightful agency to work with; accessible,  available,  meet each request with equanimity and step into the breach when you really really need them.”

Look out for the adverts – coming to prime outdoor, public transport and social media sites near you soon. Or follow #lightlocklist

To view our public information advertising for Surrey Police, click here

To view our advertising portfolio including other public information advertising, please click here