The Quick Anti-Robbery Course was aimed at the civil population, mainly the inhabitants of the largest cities of Colombia, with the most critical figures of robbery.

The Quick Anti-Robbery Course taught by thieves allows a direct contact in which the very specialized thieves who had previously managed to steal, today are in charge of teaching the public how to prevent theft. Through a communications platform they told people their modus operandi and gave advice so that citizens could prevent robberies and be more safe.

For the National Police of Colombia, it was imperative that citizenship would take awareness and became co-responsible to fight insecurity.

To make this happen we went to different Colombian prisons to find the real robbery experts: THIEVES. We chose 10 specialists in different types of robberies to tell citizens what was their modus operandi and how this robbery situations could be prevented.

These testimonials were announced on the TV, radio, prints and a digital platform containing a website www.cursorapidoantirrobo.gov.co (www.quickantirobberycourse.gov.co ) and an ANTI ROBBERY EXPERT Application that allowed to test learning from the online course.

The campaign was launched on December 1st, 2014 by the President of the Republic Juan Manuel Santos in an event with the community that was covered by the main media in the country. This communication platform is operative and will remain active as it is a very useful tool for the citizens that has already yielded very good results in the field of security.

The campaign was highly effective, achieving a reduction of theft figures in the country and had a great acceptance by Colombians in social networks, who recognized the value of this prevention tool developed by the Police.

RESULTS:

-24% REDUCTION OF ROBBERIES, COMPARED TO PREVIOUS YEARS.

2014 HOLIDAYS WERE THE SAFEST OF THE DECADE.

THE WWW.CURSORAPIDOANTIRROBO.GOV.CO (WWW.QUICKANTIROBBERYCOURSE.GOV.CO) WEBSITE HAD 533,125 SESSIONS BY 376,179 USERS.

Average pages per session: 5,74

New sessions: 80,2%

Users: 103.109

Duration: 7:28

Bounce rate: 29%

THE ANTI-ROBBERY EXPERT APPLICATION HAD 20.573 DOWNLOADS.

AND WAS ONE THE 10 MOST DOWNLOADED APPS IN THE COUNTRY.

PROBLEM:

Robbery figures increase every year in Colombia.

And the objective of the National Police of Colombia is not only to solve crimes, but also help prevent them by educating citizens.

OPPORTUNITY:

Everyone knows that a safety advise by the police is rarely well received.

Therefore it was important that advise would not be unnoticed, so to give the advise we chose the real robbery experts: THIEVES.

The campaign generated great acceptance among citizens who gave their likes on social networks and used the platform, recognizing the value of this important tool for preventing theft.