THE QUICK ANTI ROBBERY COURSE DICTATED BY THIEVES is an integrated campaign for TV, radio, print and social networks inviting to take the course online. On the web, you could customize the experience in video, with didactic representations of different types of robberies and a link inviting to download the application to become an Anti Robbery Expert.

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 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 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.

The 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.

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.

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 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 and citizen security.