North East Experts roll out Christmas Crime Campaign with Northumbria Police

A Newcastle-based creative agency is running a major regional campaign for Northumbria Police to warn people of the dangers of acquisitive crime, such as burglary, robbery and theft, in the run to Christmas.

Different has been appointed to design the outdoor and radio campaign for Northumbria Police. The campaign will raise awareness about how to prevent falling victim to acquisitive crime.

As well as the outdoor and radio media, Different is designing direct mail to be sent to high risk burglary areas, leaflets that will be distributed by retailers to shoppers and a Bluetooth file that will be broadcast to mobile phones in shopping centres such as Eldon Square and the Metro Centre to heighten awareness.

The campaign, which is particularly aimed at those in their thirties and forties, warns people not to become a victim of bag, mobile phone and car theft and will raise awareness about the precautions to take whilst shopping or socialising in the weeks before Christmas.

Northumbria Police selected Different to implement the important campaign thanks to their experience of working on hard-hitting campaigns for other public organisations such as Tyne and Wear Fire and Rescue and the NHS.

Recently Different, the agency behind One NorthEast's award-winning 'Passionate People, Passionate Places' campaign, has won a string of new clients including County Durham-based Penn State Pretzels, Glasgow Caledonian University and City of Sunderland.

Different, which also has an office at Soho Square in London, employs 40 people providing a range of digital, advertising, design and direct marketing services as well as film and television content for a range of sectors including the media, the Government, retail, education and FMCG.
Ben Quigley at Different said: "We're working with Northumbria Police to encourage shoppers to take extra care of their bags and mobile phones and to be extra vigilant. The team at Different has a vast amount of experience of working on successful public sector campaigns which have a high impact, serious message."

Marie Grieve, marketing manager for Northumbria Police, added: "This was a high profile campaign for Northumbria Police, competing against other festive messages, so it was important that the visuals were distinctive and eye-catching. We want to reassure people that we are cracking down on crime this Christmas by making it difficult for anyone to have a good time at someone else's expense."