Scottish Executive: Drug dealers don't care - IPA Effectiveness Awards Case Study 2007

Brief Description: Scottish Executive and Crimestoppers wanted to attack the menace of drug dealers by encouraging the public to provide actionable information about dealing in their local area. Using innovative qualitative research, the campaign theme 'Drug dealers don't dare' was identified as the most powerful approach. The campaign consisted of local and national press, bus sides, 48-sheets, 6-sheets, underground posters, bus ticket media, beer mats and washroom posters. Overall, the campaign prompted 73% recall, 5,600 actionable calls, a 429% increase in call volumes over the campaign period, and the seizure of over £2m of drugs. Leads generated have so far led to over 700 arrests and a significant step towards a better quality of life for people living in hard-hit communities ;---(TAGS)--- Full Title: Drug dealers don't care. But we do. ; Number: 2007/37 ; Brand Name: Scottish Executive - Drugs ; Client: The Scottish Executive ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: The Leith Agency ; Author: David Amers, Claire Wood, Richard Marsham ;