Video Services

The Problem

Hertfordshire has one of the lowest crime rates in England, yet fear of crime is a major concern for the local population - particularly the elderly. Videos produced by security companies and The Home Office, showing burgled homes and quoting alarming national statistics have done little to allay these fears. Hertfordshire needed to get across useful crime prevention advice without increasing fear of crime.

The Approach

prepared which took a light hearted, even humorous, approach to the subject matter. A typical burglar was portrayed for what he, is usually a teenager who is terrified of being seen, and will go to great lengths to find houses that are unoccupied.

It was recognised that the video would have limited value if it was not widely seen. So several thousand copies were made and distributed through Neighbourhood Watch groups, Hertfordshire libraries, local police stations and video shops. Carefully selected clips were sent to local news media with appropriate facts and figures relevant to the county. Finally the video itself was transferred to film and premiered in a local cinema with a surprise live appearance by the burglar character in the video.

Outcome

Over 200 outlets across Hertfordshire distributed copies of the video on free rental. 230 people attended the launch including local businessmen, politicians, community groups and the press. A partnership with a local newspaper group promoted the video further through a competition. Clips from the video itself were broadcast on local news. Within a month over 30,000 people had seen the whole video and over 1 million had seen the key reassurance messages on television.

Blockbuster video selected the video for nationwide distribution in its stores and the production won a PR Week Award for the 'Best Use of Video'.