Strathclyde Police: How advertising helped reduce fear of crime

With a very small budget (£100,000) Strathclyde Police used TV advertising for the first time. The aim was to reduce the public's growing fear of crime. The campaign emphasised that the Police were successful which led to better public perceptions and a reduction in fear of crime. A follow up burst TV campaign invited calls to Crimestoppers which led to a record number of calls - 38% more than the previous year