Elevate Arrows

Crime Stoppers Australia


Crime Stoppers is the nation’s most trusted information receiving service for people wanting to share what they know about unsolved crimes and suspicious activity without saying who they are. In 2018, Crime Stoppers Australia identified an opportunity to increase the number of community reports from the Australian public to help disrupt the manufacturing, dealing and trafficking of illicit drugs in Australia.

The brief

Crime Stoppers engaged Elevate to develop and execute a national strategic behavioural change campaign – Dob in a Dealer.

Our strategy

During Elevate’s engagement with Crime Stoppers, Elevate provided a range of communication and stakeholder engagement support including: 

Localised marketing toolkits

Elevate compiled localised marketing toolkits for 8 Australian jurisdictions to support their local community campaigns. The toolkits included a suite of materials with consistent key messaging and resources to raise awareness, educate and encourage action.

Collateral creation

Elevate worked closely with each jurisdiction to create collateral tailored specifically to their stakeholders, while consistently and meaningfully communicating the campaign key messages.

Multilingual design suite

Engaging Australia’s culturally and linguistically diverse (CaLD) communities was a key priority for Crime Stoppers and Elevate developed a multilingual design suite including posters and digital communications translated to Vietnamese, Italian, Korean, Russian, Punjabi, Mandarin, Greek, Cantonese and Arabic.

The outcome

Over 26 weeks in 2018 and 2019, the Dob in a Dealer Campaign successfully achieved0 the primary objective of providing information to police, which included:

• Receiving a total of 47,277 drug-related Information Reports across all jurisdictions over the term of the national campaign, an aggregated 65% increase from the previous campaign.

• Supporting all Crime Stoppers jurisdictions in the delivery of 81 Local Area Campaigns in metropolitan, regional and rural Australia.

• Engaging 110 new organisations to actively support the campaign.

• Generating awareness of Crime Stopper’s activities in the general public - reaching an estimated 93,395,339 people through media impressions in magazines, radio, print media, and commercial network TV.

• Crime Stoppers reported significant awareness achieved among CaLD communities along with positive and strong relationships developed as a result of the campaign.

Elevate and Crime Stoppers won a national Public Relations Institute of Australia Golden Target Award for the best Issues Management Campaign.

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