Communications News: Crimestoppers acts to end confusion on remit

Crimestoppers, the crime prevention charity, is rebranding to negate the widespread public belief that it is government-run, and to assure people of their continued anonymity if they call its crime information line.

The new identity will appear on 4,000 bus shelter posters, 35,000 leaflets and 200,000 calling cards distributed to offices, youth centres, libraries, schools and GP surgeries. They all refer to "the only charity helping to solve crime" and include the strapline: "Just tell us what you know, not who you are".

In a shift away from the shadowy figures used in previous campaigns, the campaign imagery presents normal people with their faces hidden.

Jane Reay was appointed as the charity's first director of communications last December "to build a strong identity that wasn't too far removed from our brand, because we have a 90 per cent brand recognition rate".

Yet, 25 per cent believe it is not a charity, but part of the police or connected to the Crimewatch TV programme.

Reay hopes the charity's new visual style will "seep into the public consciousness and help them to absolutely trust us to retain their anonymity".

As well as boosting public awareness of Crimestoppers' independent status, she is aiming to improve other services, such as making its picture library respond quicker to requests.

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