Project Description

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The Brief

Crime Stoppers WA (CSWA) is an independent not-for-profit organisation that works closely with WA Police. In April 2021, Crime Stoppers engaged Spoke Corporate to assist with the planning and implementation of the Crime Stoppers National Illegal Firearms Campaign (NIFC) in WA.

The campaign entails the development and management of a state-wide public relations program in two distinct phases. This includes; facilitating eight community events throughout WA promoting the NIFC and advocating the positive outcomes as a result of Australian’s reporting and providing information about illicit firearms.

The state-wide campaign is aimed at reducing the number of unregistered firearms in the community.

Our Approach

Spoke worked with Crime Stoppers WA to deliver a series of media / stakeholder events across the State. These events were meticulously planned and executed ensuring a seamless delivery to maximise outcomes within regional locations where incidents of firearm related crime are of higher prevalence.

The events included organising an on-site media opportunity with significant media outlets in attendance. The targeted campaign resulted in extensive media coverage, highlighting key messages about community safety and if you have an unregistered or unwanted firearm, now is the time to hand it in without penalty of prosecution.

To optimise exposure, Spoke helped Crime Stoppers populate their Facebook channel with targeted content leading up to the event, copywriting of media releases and engagement with media outlets, journalists and councils.

The Results

Media coverage secured

  • Extensive local and regional media coverage secured across TV, print, radio and online
  • 88 media hits through print achieved across local and regional publications, 8 social media hits across regional publications including WA Police, 7 radio hits, 2 TV hits and a variety of stakeholder engagement activity achieved
  • Rapport developed with key media contacts
  • Interest in ongoing news flow and publicity opportunities from various media
  • Due to non-existent COVID-19 restrictions in WA, Crime Stoppers WA was able to educate and raise awareness to the community about the amnesty through in-person media events
  • Powerful images and video footage captured for use on social media and other communications

PUBLICITY ACHIEVED 

  • The West Australian, ABC News, Triple M, 6PR, Broome Advertiser, Pilbara News, North West Telegraph and more.

10 million + total combined reach

Project Details

CLIENT

Crime Stoppers WA

PROJECT TYPE
PROJECT DATE

July – September 2021

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