Crime Stoppers reassures anonymity in new campaign via The Shannon Company

The Shannon Company’s latest work for Crime Stoppers Australia reassures ‘they’ll never know it was you’. The campaign focuses on organised crime syndicates in the illicit drug trade.

The announcement:

THEY’LL NEVER KNOW IT WAS YOU WHO SPOKE UP.

That’s the message from Crime Stoppers Australia and The Shannon Company’s new national campaign launched this month, designed to shine a spotlight on organised crime syndicates involved in the illicit drug trade.

The Shannon Company and Crime Stoppers partnership began back in 2021 with the creative development of its unregistered firearms amnesty (handback) campaign.

Crime Stoppers Australia chair, Dr Vince Hughes, said working with The Shannon Company, who apply the rigour of behaviour change to all the work they do, provides the opportunity to bring to life ideas that inspire change for the good.

“This campaign speaks directly to the people linked to the illicit drug trade. They often reach a point where they become concerned for their personal safety or that of their family and look for a way out – and Crime Stoppers gives them a lifeline to anonymously share what they know.

“We understand some people who may be in, or linked to, the drug trade may not want to deal directly with police. Crime Stoppers provides the perfect option for anyone who has information because they can anonymously share what they know without needing to get involved or risk their own safety,” Dr Hughes said.

“The creatives at The Shannon Company developed the idea, off the back of research, to use a stylised version of potential reporters of illicit crime in full pixelation as a visual device to reinforce the important message that, with Crime Stoppers – They’ll never know it was you who spoke up.”

The 6-month campaign, developed in consultation with police, industry groups and other law enforcement agencies, also engages the transport, freight and logistics sectors. These are common channels to import and transport illicit drugs, with organised crime groups often corrupting or intimidating employees of these key sectors or placing criminal associates into the workforce.

“On the back of the successful Unregistered Firearms Amnesty campaign, we were thrilled to continue our partnership with Crime Stoppers Australia on this community-minded brief to provide a way out for people feeling trapped in the illicit drug trade,” Stuart Nightingale, creative director at The Shannon Company said.

“The use of stylized ‘full body’ pixelation provided us with a really engaging, strong and simple device to get across the key message of complete anonymity in reporting and reinforce the key messaging.”

The campaign includes extensive advertising and will be supported by grassroots engagement through a series of community and industry events delivered by Crime Stoppers across Australia. Assets consisted of a range of videos – 30, 3 x 15s, 6s, social media content and 30 second audio for streaming services, podcasts etc. More about the campaign and video imagery can be found here.

Anyone with information about illicit drug supply or trafficking can contact Crime Stoppers by calling a toll-free hotline on 1800 333 000 or reporting online at www.crimestoppers.com.au

Contributors:
The Shannon Company

Client Service:
David Dumas – Group business director
Julian Eimutis – Business director
Brigid Cook – Business executive
Strategy:
Michael Daddo – Managing partner
Fei Wang – Digital and communications planning director

Creative:
Stuart Nightingale – Creative director
Kim Hellier – Head of art and design
Christine Nguyen – Junior art director
James Little – Junior copywriter

Production:
Anne Comber – Agency producer
Two Tractors – Production company
Ben Turner – Two Tractors director
Diana Glenn – Two Tractors producer
Ash Goodall – Postproduction

Crime Stoppers Australia:
Brad Swain – Manager, marketing and communications
Kim Ramos – Graphic design coordinator
Kathryn Lamont marketing & communications officer
Chichi Nwokocha – Digital marketing officer

Involved Media:
Chris Thomas – Head of digital
Pippa Burgess – Senior account manager
Sophie Carkeek – Group business director

Source: The Shannon Company

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topics Campaign Crime Stoppers Australia Dr Vince Hughes illicit drugs Stuart Nightingale The Shannon Company

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