For the National Police of Colombia, it was imperative that citizens become aware and became co-responsible for fighting a lack of security.

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 these 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 ROBBEY EXPERT Application that allowed to test learnings 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 citizens.

The aim was to educate the public on prevention of theft . But everyone knows that a safety advice by the Police is rarely acknowledged. Therefore in this occasion we decided that the advice would be given by the real robbery experts: THIEVES.

Besides getting the message out in a shocking way, citizens began to learn about various forms of theft and the best way to prevent these situations, told by their own craftsmen.

The results came about quickly as citizens became co-responsible and assumed an important role regarding self-care.

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 Quick Anti Robbery Course 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 of the 10 most downloaded apps in the country.

The testimonials were announced on TV, radio, print and a digital platform containing a website and an ANTI ROBBEY EXPERT Application that allowed to test learnings 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.

An important was established for the main agencies of the State: President Juan Manuel Santos (launch event with the community, mass media and via his personal Twitter account), Presidency of the Republic, Ministry of Defense, National Police, Office of Criminal Investigation - Dijin -, Secretary of Security, among others. The most important media in the country have echoed this tool as well as the results generated.

This communication platform is operative and will remain active as it is a very useful tool for citizens.

We had to create awareness among citizens of major cities in Colombia, those with higher rates of robbery, of the importance of self-care to avoid being an easy target for thieves. This generated a great opportunity: join the National Police of Colombia and citizens on the basis of preventive education, giving a useful tool to people and generating a closeness with them. An important PR strategy was established for the main agencies of the State: President Juan Manuel Santos, Presidency of the Republic, Ministry of Defense, National Police, Office of Criminal Investigation - Dijin - Secretary of Security. The most important media in the country have echoed this tool as well as the results generated.

The anti- robbery course was for civilians, mainly residents of the biggest cities in Colombia, cities with high rates of robbery. It was essential to have a media strategy based in the government entities and spreading the campaign all over the main media in the country.

To make this possible, we went to the main prisons in Colombia to look for the real experts in robbery: THIEVES. We chose 10 specialists in different types of robbery and they would share with citizen their methods of operation in each of the 10 types of robberies and how these situations could be prevented.

These testimonies were broadcast on TV, radio, print and digital platform (website) and the EXPERT THEFT App allowing to test what people learned in the online course.

The campaign needed a strong PR from government entities and for this reason it was launched on 1st December 2014 by President Juan Manuel Santos at an event with the community that was covered by major media in the country.