Mexico United Against Crime (MUCD) is an NGO which has the objective of generating awareness of the actions the population (of Mexico) can undertake as a citizen in order to stop crime in the country.

Because of the growing scepticism of the citizens in recent years, less and less people report crimes and these crimes will not appear in the official records. As a consequence, the authorities belittle the huge crime problem.

The main objective of this years campaign was to make the citizens aware about the importance to report crimes and to refresh their memory with the telephone number they should call to do this.

Since the product is an NGO, we were dependent exclusively on the good will of the communication channels and their best or worse links to the government to align the campaign. Due to this, we have been thinking using mainly means which were independent of known standards, namely the alternatives.Luckily we encountered great help from various communication groups and the campaign could be rolled out with all suggested media: TV, radio, public places, internet and alternatives. This included foreign media, e.g. CNN picked up the announcements and broadcasted the commercials during their programs.