Strathclyde Police: How advertising helped reduce fear of crime - IPA Effectiveness Awards Case Study 2000

Brief Description: With a very small budget (£100,000) Strathclyde Police used TV advertising for the first time. The aim was to reduce the public's growing fear of crime. The campaign emphasised that the Police were successful which led to better public perceptions and a reduction in fear of crime. A follow up burst TV campaign invited calls to Crimestoppers which led to a record number of calls - 38% more than the previous year ;---(TAGS)--- Full Title: How advertising helped reduce fear of crime ; Number: 2000/01 ; Brand Name: Strathclyde Police ; Client: Strathclyde Police ; IPA_ProductCoding: Health & Social Services (Emergency services) ; Government Departments (Public service information campaigns) ; Agency: The Bridge ; Author: Brian Crook ;