Quiet Storm wins Crimestoppers ethnic minority brief

by Jennifer Whitehead,, Brand Republic 18-Feb-04, 12:00

LONDON - Quiet Storm has won a brief from the Metropolitan Police to raise awareness of Crimestoppers among black and ethnic minority communities.

The campaign will centre on radio and print, with the agency briefed to raise positive awareness of Crimestoppers among young people and create an atmosphere that will encourage them to use the Crimestoppers number with confidence.

Michael Laurie, chief executive of Crimestoppers, said: "Crimestoppers strives to embrace all members of the black and ethnic minorities within local communities, raising their understanding of our work and empowering them to help prevent crimes without fear of reprisal and we look forward to working with Quiet Storm on this important campaign."

Crimestoppers was introduced in January 1988 and operates the 0800 555 111 phone line, which allows people to give anonymous information that could help to prevent or solve crimes. Calls are not traced and callers never have to give a statement nor appear in court.

Quiet Storm's clients include Heat magazine, Cheestrings, Xfm and BT, for which it has created advertising to target minorities and for BT's ethnic Multicultural Media Awards.

Vik Kumar, a director at Quiet Storm, said: "We are really excited about working with Crimestoppers. The brief is a challenging one and the campaign will need to focus on removing cynicism currently preventing minority groups from using the number."

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