Crimestoppers Trust launches cinema campaign

Marketing 14-Aug-03

Crimestoppers Trust aims to portray the gritty realities of life for many British teenagers in its first cinema campaign. Breaking today (Thursday), 'Crossing the line' shows a group of young people in an urban setting discussing their attitudes to crime. "Everybody does a little bit of f**king around," says one, "but it don't mean we're bad." Another adds: "There's nothing we can do to stop it." The ad, by Ridley Scott's production company RSA, aims to shock to cut through to its target audience. Its message is that there is something they can do to reduce crime: call the Crimestoppers freephone number to report criminals. There are two 'Crossing the line' executions, one rated 18 and the other a 12 (A) version. The latter will be screened before films including 'American Pie - The Wedding' (certificate 15).