Crime Stoppers tells students they’ll ‘Leave No Trace’
October 23, 2013 | Michelle DiPardo | Comments
In an effort to get more teens to report crime in their schools, Toronto Crime Stoppers has launched “Leave No Trace,” a campaign highlighting the service’s safety and confidentially.
Creative for “Leave No Trace” was handled by DDB Canada, Toronto Crime Stoppers’ agency of record. The work consists of two animated videos that illustrate in an exaggerated way the lengths the organization goes to in order to keep callers’ identity secret.
According to Paul Riss, associate creative director at DDB Canada, students in elementary and high school are extremely hesitant to leave an anonymous tip for fear of being found out and labeled a snitch.
“Crime is increasing in schools, but tips from students are not. This campaign shows them that their fear of being identified is unfounded, that Crime Stoppers is a safe place. We wanted to do something that’s a little different that speaks to a younger generation.”
The videos, called “Alien-bear-chef-steamroller-catapult-blackhole” and “Fire-elephant-pumpkin-zombies-bomb-ninjas-button” are housed on Crime Stoppers YouTube page, and are also available on Tumbler. Several meme-styled images have also been created, and DDB Canada is reaching out to teen and tween-friendly bloggers to get the word out.
The agency worked with animation houses La Flama and Polyester Studio on the spots. RMW Music and Grayson Matthews were in charge of audio.
“Leave No Trace” launched last week and will run into 2014.