Expose
Award: Graphite Pencil
Graphite Pencil / Radio Advertising / Radio Advertising Campaigns / 2012
Toronto Crime Stoppers promotes the fact that individuals who provide tips remain anonymous. The validity of this claim was being questioned by the public. Research showed that our primary target felt as though the tip line was not truly anonymous and feared being exposed to the police, or worse, to the offender. This radio campaign was created to address these concerns and demonstrate that the only person who should be fearful of a tip is the criminal.
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