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Crimestoppers uses YouTube for anonymity guarantee campaign

The crime reduction charity is using online films on social media to raise awareness of its guarantee around anonymity given to callers.

Crimestoppers has launched a campaign aimed at emphasising the charity’s guarantee of anonymity to those who help stop crime.

The focus of the campaign is the release of online videos on Youtube showing how the public can help tackle crimes including domestic abuse and gang violence. This includes combating the so-called practice of ‘county lines’ where gangs use vulnerable people in the distribution of drugs between cities and more rural areas.

“We know that around 20% of the public choose not to report crime, said Mark Hallas, Crimestoppers Chief Executive.

“Certain groups are also less likely to talk to the police for cultural reasons or safety fears. This represents millions of people that could benefit from our service. We hope this new film – to be used across our communications – will reach and inspire more people to trust us,”

“We are proud that we have kept our promise of anonymity for more than 30 years. Behind every call or online contact is a person we can help. Their information stops the most harmful of crimes, where vulnerable people are often exploited and harmed.

“Our new film shows examples of some types of crimes where we have an impact and show that people always have options about passing on important information about crime.”

Shorter films available

The full video for the campaign is available via Youtube, along with shorter edits for social media covering county lines, hate crime and domestic abuse. All videos were produced by Tinderflint.

This is the first corporate video campaigning by the charity since November 2009 and follows a brand refresh last year.

Director Ryan Mansfield from Tinderflint productions added: “CrimeStoppers approached Tinderflint to come up with a unique approach for their campaign. The challenge was how to bring anonymous stories to the screen in an engaging way.”

“The crux of our approach was to film strikingly cinematic shots of empty urban environments that reflected a range of crime scenarios. The environments were purposefully devoid of human activity, creating a visual motif that reflected the concept that unreported crimes are invisible to the world.”

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