The Brief
Students are one of the worst groups of people to be hit by crime in the UK with 1 in 3 people being victims during their time at University.

The Home Office wanted to launch a new crime reduction drive aimed at students in England and Wales.

The Strategy
This new campaign uses key phrases used by the cult student figure and star of BBC TV show “Bargain Hunt”, David Dickinson, to raise awareness of the crimes that most affect them.

Using traditional forms of media such as posters, beer mats, tent cards and door hangers as well as some guerrilla tactics and an online, multi-level game (www.bargainboost.co.uk), the campaign drives home the message “DON’T LET THEM BAG YOUR BOOTY!” It encourages students to take concrete steps towards reducing the likelihood that they will become victims of crime through the distribution of “crime reduction packs” (containing UV pens and light timer switches).

The Result
The evaluation of the campaign showed an awareness level of 53% amongst students at the target institutions. This means the media used reached circa 250,000 students on a limited budget.