We needed an ‘insert’ to place in the wallet - the campaign creative encompassed the concept of ‘Top Trump’ cards. Three executions of stereotypical London criminals were designed to not only amuse and entertain those who discovered the campaign, but convey real statistical consequences of their criminal activity. In addition the images were distributed on magnetised rubber. This tangible nature of the cards and magnets encouraged retention of the media and hence the Crimestoppers number.

Crimestoppers London office reported a ‘significant increase’ in actionable calls immediately following the Urban Discovery campaign period (please note that its Crimestoppers policy not to release specific figures). In addition Crimestoppers benefitted from significant PR coverage of the campaign in borough and London media.