International accolades for media excellence and youth engagement
Posted on 17/10/2023
Crime Stoppers SA has again achieved international recognition for its outstanding crime-solving and community engagement efforts.
In collaboration with SA Police and 9 News Adelaide, the SA-based charity secured the top spot in the Media category (Special Feature) at this year’s Crime Stoppers International Awards for a series of TV segments about the murders of Robert Atkins, Trevor King and Jeff Mundy.
The segments featured in 9 News Adelaide nightly bulletins and were aired across Nine’s supplementary channels, reaching an estimated 116,000 views per segment. Two specialist detectives were on standby on the Crime Stoppers hotline to speak to individuals wanting to deal directly with a case investigator.
The video segments were shared extensively on social media, with 139 tips about the murders received during the 2022 calendar year.
The collaboration delivered a steady stream of information from the local community that assisted police. The police operation resulted in the arrest of more than 65 individuals on various charges, including unlawful detention, money laundering, blackmail, assault, drug offenses, and theft. The recovery of at least 40 firearms further underscored the magnitude of the criminal network disrupted. Crime Stoppers provided an option to anonymously contact police and contribute to breaking down traditionally challenging “walls of silence”.
Crime Stoppers SA also clinched victory in the Specialised Program category for its efforts to engage younger South Australians through a campaign inspired by the common use of avatars as virtual identities.
The judges found the Jumpsuit Jane campaign delivered exceptional engagement results – achieved thanks to a captivating 15-second audio track for Spotify and a compelling short video. The campaign looked to raise awareness of Crime Stoppers among 15-25 year olds and encourage them to anonymously share information about all types of unsolved crimes and suspicious activities.
The campaign leveraged popular social media platforms, reaching nearly 71,000 young people and achieving more than 318,000 video plays. Social media advertising directly led to more than 3,000 visits to the Crime Stoppers SA website and nearly 22,000 engagements on social media posts.
The Spotify Audio ad reached more than 85,000 listeners and an ad completion rate of 78.84% demonstrated the compelling nature of the audio track.
The Jumpsuit Jane campaign won the international award because of the way it effectively raised awareness of Crime Stoppers among younger South Australians and empowered them to play an active role in community safety.