In the run up to the Christmas shopping season, the campaign set about changing the laissez faire attitude of vehicle owners in Northern Ireland as part of an initiative to drive down instances of theft from cars and vans. The strategy and creative idea highlighted how people were basically signposting their vehicles as rich pickings for thieves by leaving valuables on view. By dramatising and exaggerating this behaviour through their creative executions and combining it with a tightly focused, geo-targeted media strategy, the result was a 33% reduction in reported thefts across the targeted areas during the campaign period. In addition, a 22% reduction in reported thefts was also recorded in the six weeks after the campaign finished