To underline ADT’s role in protecting people from burglaries, underpinned with new insight directly from prisoners, Red Brick Road’s bold integrated marketing initiative on behalf of the home security company made burglars think about their crimes and the impact they can have on their victims to help prevent serial offenders.
Despite significant government spending there has been little change in re-conviction rates with one in four convicted adult criminals reoffending soon after completing their sentence, becoming responsible for more than half a million extra crimes. According to Ministry of Justice figures, burglary is the worst reoffending group with 49 per cent of the 9,815 convicted burglars in 2011 reoffending in the next year of release, committing up to 14, 823 new crimes.
The campaign published in the national prison newspaper Inside Time told victim stories to help instil empathy into burglars who refuse to address the realities that their ‘seemingly minor crimes’ can cause.
Fronted by Noel ‘Razor’ Smith – a career criminal turned author who was released in 2010 after serving at the unique rehabilitation prison HMP Grendon and now Inside Time’s Commissioning editor – the multi-faceted campaign was supported with a PR, social and digital push – receiving exceptional coverage in mainstream UK publications.