Toronto Crime Stoppers conducts new campaign
Toronto Crime Stoppers has begun an advertising campaign intended to encourage people to submit anonymous tips that may help solve crimes. The new television commercial, called "Anonymous," was developed pro bono by DDB Canada of Toronto. The creative depicts an armed robber entering a convenience store to find the clerk and customers wearing masks. "The challenge was to demonstrate that criminals are the only ones exposed when you give Crime Stoppers a tip," said Denise Rossetto, creative director at DDB Canada. "This dark and poignant film literally turns the tables on criminals. Our goal is to illuminate and inform people that a good tip maintains your anonymity while leaving the bad guys vulnerable and exposed." The campaign also includes print and out-of-home advertising. This creative depicts various criminals attempting to hide their faces with items of clothing that have their faces displayed on them.