Crimestoppers illicit drugs campaign pitch.

Pitching creative ideas is all part of the job description as a copywriter.

Sixteen By Nine requested assistance with creative and copywriting for a campaign run by Crime Stoppers, Australia’s most trusted service for anonymously sharing information about unsolved crimes and suspicious activity.

The Brief:

Deliver the platform for a national campaign that focuses on disrupting the supply chain of illicit drugs by encouraging the community to share what they know about manufacturing, trafficking, and dealing in the community. The campaign will target facilitators, enablers and trusted insiders in the drug supply chain.

Campaign 1: “Draw The Line”

Our targets all have something in common – by not speaking out, they are enabling the illegal drug trade to continue.

There’s a moral issue here.

They like the money, but not where it came from. They want to keep their job, but don’t want to work for someone involved in money laundering. They want to get out of it but are scared to speak out.

At some point you have to ‘draw the line’ if you want a to keep your family safe and clear your conscience.

Let’s show them that it’s safe and easy to make that decision, thanks to Crimestoppers.

Concept 2: “Share Without A Trace”

Without a trace means “without leaving any signs to show where one went”

The idea behind this concept is to show that people who get involved in the illegal drugs trade leave behind a trail (unexplained wealth, visible tattoos, strange timing of movements, bragging etc.).

By contrast, people who report suspicious behaviour WON’T leave behind
a trail (i.e. safe, confidential sharing, all personal information protected, no ‘conversion’ tracking or storing of IP addresses etc).

With Crimestoppers, they can ‘share without a trace’.