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Yusef Abramjee (Team Leader) South Africa Crime Line and Debbie Rose (Crime Stoppers USA) at 2011 Crime Stoppers International Training Conference, Montego Bay, Jamaica
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TO PROMOTE OR NOT TO PROMOTETeam Leader Yusuf Abramjee (SA) accompanied by Debbie Rose (USA)
TO PROMOTE OR NOT TO PROMOTE
AWARD WINNING CRIME LINE TV ADVERT
TO PROMOTE OR NOT TO PROMOTE
Some programmes still promote the old way... Change with times
Back to basics-always keep it alive and relevant
Use social media effectively: Facebook, Twitter, You Tube, Websites, Phone apps
Use traditional media to your advantage – print, TV, radio, digital, outdoor advertising, cinema advertising, malls, leaflets, etc.
TO PROMOTE OR NOT TO PROMOTE
Form and strengthen strategic partnerships Don’t under estimate the power of
repetition. Constantly get your logo out Consider shock tactics for some crimes–
touching emotion can be effective Know you market: Consider annual surveys Promotional items and road shows can
spread the message – target youth also
TO PROMOTE OR NOT TO PROMOTE
Awarding and rewarding police officers for solving of crimes: “Star of the Stars”
Involve role models in your community to market your programmes – example: SHOUT (Video)
Wanted criminals and CCTV footage often gives your programme much editorial leverage (Video)
TO PROMOTE OR NOT TO PROMOTE
Creativity.... keep events current (work with speed)....also freshen up the messages constantly (Audio)
Where appropriate, highlight your successes – always keep safety in mind. (let the investigator guide you)
Let’s remember: Without promoting CSI, we will not be spreading the message
CONCLUSION: PROMOTE OR DIE!
OPPORTUNITYISNOWHERE
LEADERSHIP PRINCIPLES
MODEL THE WAY INSPIRE A SHARED VISION CHALLENGE THE PROCESS ENABLE OTHERS TO ACT ENCOURAGE THE HEART CELEBRATE YOUR SUCCESSES