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Boomerang Tracking conducts smashed windshield campaign

Boomerang Tracking began a street advertising campaign in Toronto this week to promote its stolen car recovery service. The campaign, developed by Veritas Communications of Toronto, is running in a number of Toronto neighbourhoods that have high rates of auto theft. Decals are placed on the windshields of some cars in these areas to give the appearance that the glass has been broken. A note directs car owners to the website for information on the prevention of car theft. "It's a terrible feeling to return to where you parked your car only to discover it's not there," said Keith McArthur, senior director of media innovation at Veritas. "We developed a guerilla-style campaign to give people a sense of that shock and to let them know there are easy steps they can take to help protect their vehicle." According to the Toronto Police Service, approximately 23 cars per day were stolen in 2007.

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