Reporting a crime shouldn’t cost you your reputation, or your safety. Champaign County Crime Stoppers commissioned us to refresh their brand and build a campaign that would tackle the real barrier keeping residents silent: the fear of being labeled a snitch. We reframed the program around what it actually offers, a completely anonymous way to speak up, and built messaging that appealed to residents’ self-interest, not just their civic duty. No one wants to live in a high-crime community, and we made the case that reporting what you see is one of the most direct ways to protect it. The campaign ran on two tracks: one to grow the donor base that funds the program, and one to drive resident tips by making anonymity the headline, not the fine print.
