Crime Stoppers Australia combat illegal gun ownership via The Shannon Company
Crime Stoppers Australia and the Morrison Government have launched a new campaign to combat illegal gun ownership in Australia, via communications agency The Shannon Company.
The announcement:
With over 260,000 unregistered guns estimated to be in circulation in Australia, the Morrison Government and Crime Stoppers Australia are committed to keep Australians safe by stamping out gun violence in our communities—launching a permanent firearms amnesty campaign in 2021.
The national campaign has been staggered across two phases, and has been developed by behaviour change communications specialists, The Shannon Company.
Phase 1, in 2021, urged anyone with unregistered or unwanted firearms to hand them in. In just 7 months, over 11,000 Australians handed in their unregistered or unwanted firearms. And this figure is rising.
Phase 2 of the campaign has just launched on February 3, 2022, now encouraging anyone who knows of someone with an illegal firearm to say something before it’s too late.
The Shannon Company’s Creative Director, Stuart Nightingale, said “this campaign is intended to give confidence and empower those close to illegal gun owners, including partners and family members, to tell Crime Stoppers.”
“To drive this intended change, we wanted to firstly inspire broad consideration to act by highlighting the danger an illegal gun poses to them and their loved ones, and then importantly, prompt action by giving the reassuring and supportive resolution to report ‘safely and confidentially’.”
“The visual technique of disintegrating guns, which is consistent with the initial campaign last year, is a powerful reminder that illegal guns are being removed from the community”, he said.
The national campaign will run across free to air TV, outdoor and digital channels.
Credits
Client: Crime Stoppers Australia
Catherine Palermo – Project ManagerCreative: The Shannon Company
Stuart Nightingale – Creative Director/Copywriter
Kim Hellier – Senior Art Director
Bridget Materia – Producer
Cadre Pictures – CGI animationClient Engagement: The Shannon Company
David Dumas – Group Business Director
Julian Eimutis – Senior Business Manager
Brigid Cook – Business Executive
Source: The Shannon Company media release
