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| CLIENT: |
Newark Police Foundation and the city of Newark, Crime Stoppers |
CHALLENGE:
The Newark Police Foundation and the City of Newark have 2 tip lines, Crime Stoppers & Gun Stoppers for citizens to call and anonymously report information about violent
crimes committed in Newark. Callers can receive up to $2,000, if their tips lead to the arrest and conviction for a violent crime. The campaign initially started as a
series of billboards throughout the city and surrounding suburbs. The goal was to take the campaign to the next level and reach a wider audience with the message to call th
two tip lines.
SOLUTION:
Emmis Community Outreach partnered with the Newark Police Foundation and the City of Newark to do a 4 week campaign that included grass roots community outreach, on-air
messaging on our Hip Hop station, HOT 97 and our R&B station, 98.7 KISS FM, along with a feature page on www.hot97.com, and a customized back-to school, "Call for Peace" event. On-air messages were voiced by and HOT 97 on-air personality, the legendary
Funk Master Flex and popular Hip Hop recording artist, Swizz Beatz.
RESULT:
During the 4 week period of the campaign, calls increased dramatically to the 2 tip lines, over 7,000 people attended 2 events where the messaging for the tip lines was
featured prominently, and over 10,000 flyers were distributed throughout the city of Newark inviting citizens to attend the "Call for Peace" rally with Mayor,
Corey Booker. We’re currently in discussions about the next phase of the campaign.
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