Victoria Police has been trying to reduce the amount of emergency calls they get for situations that are non-urgent, because it makes the real emergencies harder to answer. As part of this, they launched their online reporting service, and briefed us on creating a campaign that disrupted media, educated Australians on what a non-urgent situation is, and what to do about it.

We launched the Report Online Anytime campaign, which included a series of disruptions in traditional media. A newspaper ad became a forgotten watch. A mural became a garage with a missing bike. We invited Victoria to change the way they saw non-urgent crime, and reminded them to report online.

Our previous campaign won an Effie. This one is ongoing, but is on track to follow suit.