Case Study: Crime Stoppers Queensland boosts online reports with Flip

Crime Stoppers Queensland boosts online reports with Flip

The customer, Crime Stoppers Queensland, faced the challenge of overcoming a deep-seated cultural reluctance to report crime, known as the "dobber" stigma. The vendor, Flip, employed advertising and campaign services to motivate people to anonymously report criminal activity they witnessed by shifting the focus onto community safety.

Flip's solution was to create a highly localized campaign that positioned reporting as an act of being an "anonymous hero" for one's neighborhood. This approach, executed across targeted social media, cinema, and out-of-home ads, successfully reframed the act and resulted in a marked increase in online reports to Crime Stoppers.

Crime Stoppers Queensland