Flipsters
Bryce Schneider
Head of Strategy
Doug Wilson
Motion Designer
Gabby Mendoza
Senior Designer
John La Motta
Creative Director
No one likes a dobber
It’s an Australianism that starts in the school yard and carries through our adult lives. It’s easier to ignore wrong-doing and damn close to un-Australian to ‘tell on someone’.
So how does an organisation like Crime Stoppers Queensland motivate regular people to make reports of criminal activity they’ve witnessed?
We unearthed a key insight in our research and discovery process that gave us a clue of how to break down the barriers to reporting – finding that for regular people, a sense of community trumped the feeling of ‘telling on someone’.
Queenslanders care more about their neighbourhood than they do about being a dobber – and if they can be an anonymous dobber than that’s all the better.
We created a campaign built around localisation to amplify a sense of civic pride while hammering home the anonymous factor, in a one-two punch. We gave Queenslanders the chance to stand up for their community and be the anonymous hero that Queensland needs.
Targeting locals
Focusing on neighbourhood safety rather than law enforcement, we put anonymous Queenslanders at the centre of the story, urging them to play their part.
Starting with localisation and not the other way around, we honed in on the idea of being the anonymous hero your neighbourhood needs – everywhere from Bowen Hills to Townsville, Mt Isa, Rockhampton, Surfer’s Paradise and 20+ suburbs and towns across the state.
Localised results
We created a fleet of hyperlocal executions across a range of channels, utilising social media targeting, cinema spots, out of home and public transport, framing the campaign in an overarching community service framework that spoke to people on a personalised level.
Whatever region – rural, metro or suburban, we gave every Queenslander the opportunity to be the anonymous hero. They responded with overwhelmingly positive engagement and a marked increase in online reports.
Key outcomes
Online Reports
Marked increase
Queenslanders Reached
800,000