Superheroes are the new Crimestoppers

Crime charity launches new awareness campaign

The crime-fighting charity, Crimestoppers, is using classic comic-strip superheroes as the faces of its new awareness marketing campaign.

Crimestoppers commissioned Manchester-based agency, Amaze, to design a set of marketing materials which would communicate simple messages about the charity's service as an alternative route for passing on information about crime and its anonymity promise to all its users.

Research showed that there was not a clear understanding amongst the public about what anonymity actually means. The materials had to take this on board, explaining what anonymity meant for a potential user of Crimestoppers' 0800 555 111 crime hotline.

The results are three masked superheroes to reinforce the anonymity aspect: Batman, Zorro and Robin, with the simple tagline ‘Fight crime without revealing your identity'.

The superheroes campaign will be executed in a variety of formats including, posters, calling-cards, flyers and outdoor media.

Hannah Daws, Crimestoppers' Head of Communications, said: “One of our greatest challenges is dispelling the myth that we are part of law enforcement so we needed a campaign which would promote our unique service and independence. We're different from the police because we don't take the personal details of anyone that contacts us and calls are never traced or recorded.

“The superheroes campaign will hopefully help reinforce how our core business helps communities fight crime.”

-ENDS-

For further information on Crimestoppers or for high-res images Crimestoppers' press office.

Notes to editors:

• Crimestoppers is an independent charity which helps the police to solve crimes, making communities safer. It does this by operating the 24/7 telephone number 0800 555 111Giving Information Form.

  which people can ring to pass on information about crimes anonymously. They can also use our anonymous online

• Around 19 people are arrested and charged every day as a result of information given to Crimestoppers. One person every four days is charged with murder.

• Since Crimestoppers began in 1988, it has received over a million actionable calls, resulting in over 91,000 arrests and charges. Over £167 million worth of property has been recovered and over £160 million worth of drugs.

• In 2006, Crimestoppers launched the UK's Most Wanted on its website which allows the public to view images of criminals and pass on vital information about their whereabouts. It has been highly successful with over 500 arrests to date from 2.5 thousand appeals posted.

• Crimestoppers UK was founded by Lord Ashcroft, KCMG, Chairman of Trustees. In 1988, he launched Crimestoppers in the Metropolitan Police area. Crimestoppers ‘call to action' is built on a three-way partnership between the business community, the police and the media.

• In September 2007, Crimestoppers launched a youth website www.shadowcs.co.uk which allows young people to give information anonymously online.