COI - Home Office: Vehicle Crime Prevention - Don't give them an easy ride

England and Wales have one of the highest rates of vehicle crime in the world, with an average of 8,000 incidents everyday. Past campaigns tackling vehicle crime had 'demonised' the criminal. In the face of rising 'crime paranoia', it was felt this would simply fuel people's sense of powerlessness.? Instead this campaign chose to 'humanise' the criminal and give the audience an insight into his mind in order to restore people's sense of ability to fight it and encourage the public to take preventative measures. Over the campaign period, vehicle crime reduced 37% with econometric analysis estimating that communications was responsible for half of the reduction witnessed. Overall, the campaign delivered an ROI ratio of 28:1 over the first four years