Crimestoppers to lead ad campaign with logo overhaul

by Emily Rogers,, Brand Republic 15-Apr-04, 10:00

LONDON - Crimestoppers, the independent charity set up to solve crimes, has revamped its brand identity and is preparing a national advertising campaign in a bid to increase the number of actionable calls it receives.

The charity's logo has been simplified and modernised as part of the fresh look by brand consultancy This Way Up.

It was briefed to communicate the anonymity of calls made to Crimestoppers’ 0800 555 111 number and emphasise that Crimestoppers is an independent charity and not run by the police.

The logo will be used across Crimestoppers' literature with the aim of creating a cohesive brand and a clear message.

Further activity to flag up a cash reward for information leading to arrests will follow this year. Crimestoppers figures reveal that at present only 4% of those entitled to a reward come forward to receive it, because they fear losing their anonymity.

Additional marketing activity will break at the end of May to raise awareness of the charity. It will take the form of a national press and poster campaign that uses donated media space. This will be followed by anti-gun crime work in the autumn and further advertising next spring. Creative will be through Quiet Storm, which was appointed by the charity in February.

An updated web site will go live in May, developed by Reading Room.

Capital Radio will also link up with Crimestoppers to promote the charity’s work across London.

Crimestoppers has been running in the UK for 15 years and has led to the arrest and charge of more than 57,700 criminals. Last year about 500,000 people rang the charity to provide information.

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