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Initiated by Yusaf Abramjee, the campaign encourages members of the public to send their tip-offs about crime or suspicious activity and people by SMS or via the www.crimeline.co.za website. The information is passed on anonymously to the South African Police Service (SAPS) for immediate follow-up. Crime line has already led to 530 arrests and the recovery of over R22.8 million of stolen property, drugs and counterfeit goods.

CRIME LINE’S FIRST BIRTHDAY

In June this year the campaign celebrated its first birthday and a celebration took place at The Round House, Constitution Hill in Johannesburg, with the then Minister of Safety and Security, Charles Nqakula, as the guest speaker. As part of the celebrations a number of expansion programmes were announced and have since been implemented.

These include:

• A massive media partnership with the SABC and Radio Algoa among others;
• The CRIME LINE Life’s Good Roadshow with LG that took reformed criminal, Allan Heyl, to various schools in Gauteng, spreading the CRIME LINE message;
• And an “ambassadors” programme where a number of prominent South Africans were brought on board to be spokespeople for CRIME LINE.

Furthermore, 12 awards were made to SAPS members and to the Johannesburg Metro Police Department (JMPD) for outstanding work over the past year.

PROUD ASSOCIATIONS

Memorandums of Understanding (MOUs) have been signed with a number of new partners, which have agreed to promote CRIME LINE through their platforms. These include a deal with Tracker, which have tagged CRIME LINE in all on-air advertisements; Spar has agreed to put CRIME LINE posters up in stores and to include the logo in collateral; Mimmos have put the logo on all their pizza boxes and other collateral; Auto Trader has included the logo on each page in its magazines. Furthermore, BTI Branding has sponsored flags for use at CRIME LINE Events and SAFACT have agreed to incorporate CRIME LINE into some of their marketing material.

A number of community organisations including residents associations, some community newspapers and community radio stations have pledged support to CRIME LINE, and a number of websites have committed to run banners on their sites.

CAMPAIGN HIGHLIGHTS

The 2008 CRIME LINE advertising campaign, and a refreshed festive season campaign have been rolled out across all Primedia platforms including cinema, billboards, flyers, radio, rank TV and stadium branding. Internal campaigns to staff included distributing mousepads with the CRIME LINE information to all in the Prmiedia Broadcasting building, posters in the building and a viral e-mail campaign.

News stories sent out to various media, with updates on the latest heists and seizures as well as general stories on the success of the campaign have received numerous hits in daily and weekly papers.