International Annual Awards 2019 Print Award
Recognizing the need to create awareness on the illicit trade of Contraband Tobacco and with community safety top of mind – Toronto Crime Stoppers unveiled a powerful awareness campaign to educate the public on who really benefits from the proceeds of contraband tobacco (Biker Gangs and Street Gangs) and drive them to report suspicious behavior by calling 1-800-222-TIPS.
We strategically selected Convenience & Carwash Canada magazine as the ideal print partner to spread the word on what Crime Stoppers is doing for two reasons. First, they have over 10,000 subscribers to their magazine which would provide them the content on the campaign material with an explanation of who Crime Stoppers is. Second, we were sending a message to those in the convenience store space who are engaging in the illegal sale and distribution of contraband tobacco that Crime Stoppers was now involved in offering the community the ability to report this crime anonymously.
Ultimately, this awareness campaign was aimed to create discussion, educate the community and provide the citizens with a conduit to relay anonymous information about this type of crime to the police by calling Crime Stoppers.
The two posters were creative and clever format intended to engage the community to stop and think. Having a poster promoting an event where someone was actually in their community promoting such a fundraiser for criminal groups would make citizens say “not in my neighbourhood”, which in turn would impact the thought process of the community in seeing contraband tobacco for what it really is, criminal.
This awareness campaign was aimed to create discussion, educate individuals on the signs of Human Trafficking and provide the community/victims with a conduit to relay anonymous information about this type of crime to the police by calling Crime Stoppers.
At no cost, the magazine printed the article/posters in their February 2018 edition.
Submitted by Crime Stoppers