CRIME STOPPERS AUSTRALIA | NATIONAL CAMPAIGN
Crime Stoppers
Day 2023.
A national awareness campaign reminding Australians that sharing what they know — anonymously — can change lives and help solve crime.
Crime Stoppers Australia
Sector
NFP, Community Safety, Law Enforcement
Services delivered
Market
Australia-wide
Your information.
Your community.
Crime Stoppers Day is observed annually across every Australian state and territory — a national moment to remind communities that sharing information anonymously can directly help solve crime and keep people safe.
Appointed by Crime Stoppers Australia to develop the 2023 campaign, Sixteen By Nine produced a hero 30-second TVC alongside a suite of 15-second digital edits and a national print and collateral package — built around the central message: your information makes a difference.
Not about awareness.
About action.
Crime Stoppers Australia came to us ahead of Crime Stoppers Day 2023 with a brief that was deceptively simple on the surface: remind Australians why they should share information with Crime Stoppers, and reinforce that every report is completely anonymous.
The challenge beneath that brief was more nuanced. Australians are broadly aware that Crime Stoppers exists. The barrier to reporting isn't ignorance — it's hesitation. People who witness suspicious behaviour, or hold information about unsolved crime, often don't act. They underestimate the value of what they know. They worry about what happens if they get involved. They convince themselves someone else will make the call.
The brief was to cut through that hesitation. To make people feel that their information — however small it might seem — genuinely matters. And to make the act of reporting feel safe, accessible, and worth doing.
We needed a campaign with national reach and the authority to land in every living room in Australia — on television, on social feeds, and on the walls of community spaces across every state and territory.
"The message had to be clear and empowering — not fear-driven. Something that makes ordinary Australians feel that speaking up is both easy and worthwhile."
The work.
The creative centres on a simple truth: that every piece of information — however small it might seem — can change an outcome. Built around empowerment rather than fear, with the anonymity guarantee positioned as a central promise, not a footnote.
Scripts developed to communicate clearly within the compressed timeframe of broadcast television without sacrificing emotional resonance. Structured to efficiently edit down from 30 seconds to 15 seconds from the first draft.
End-to-end production including pre-production planning, casting, shoot, edit, colour grade, and audio mix. Broadcast-ready master files produced to technical specifications for national free-to-air and subscription television delivery.
Broadcast-ready masters delivered to network specifications across all required formats for national metro and regional broadcast. The campaign aired simultaneously across every Australian state and territory on Crime Stoppers Day, August 2023.
A national suite of postcards, posters, and social media assets — extending the campaign into physical community spaces. Delivered print-ready in multiple formats for distribution through state Crime Stoppers networks, police stations, and community partners.
A national moment.
Amplified.
Crime Stoppers Day is the single most important awareness moment in the Crime Stoppers calendar — observed simultaneously across all Australian states and territories, with coordinated activity across broadcast, digital, and community channels.
The 2023 campaign gave every state and territory network a consistent national creative platform while allowing local deployment through the print and collateral suite.
- →National television broadcast across all markets
- →Three platform-optimised digital cut-downs
- →Social media asset suite for all networks
- →Print collateral for physical community deployment
- →Coordinated rollout — all states and territories
The television concept,
adapted for digital.
Three distinct 15-second edits developed from the hero TVC, each crafted to lead with a different entry point into the core message. Platform-optimised for Facebook, Instagram, and YouTube pre-roll — with sound-off viewing and mobile-first framing built into every edit decision.
Beyond the screen.
Into the community.
The campaign extended offline through a suite of postcards and posters, taking the message into the physical spaces where communities gather. Designed to integrate seamlessly with the broadcast and digital campaign, the print assets gave Crime Stoppers' national and state territory networks a consistent presence across community environments — from police stations and community centres to partner locations nationwide.
Artwork was developed in coordination with the broader campaign visual identity to ensure full consistency between broadcast and physical presence. The suite was delivered print-ready and adapted to multiple format requirements across different state network partners.
Behind the production.
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