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Radio
The Metropolitan Police: Stop Listening
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The Metropolitan Police has launched a new anti-robbery campaign through AMV BBDO that asks the public to ignore its advertisements. With eyes glued to phone screens and earphones firmly plugged-in, people on a night out in London are sadly more vulnerable to thieves - especially when travelling alone. How best to grab the public's attention whilst asking them to avoid distractions was both the campaign brief and its innate challenge. AMV BBDO's response is outdoor, radio and digital ads which remind people to 'Look up. Look out'. Targeting the capital’s night time economy and tourists, the campaign encourages people to pay more attention to their surroundings, particularly in the borough of Westminster, where research shows robbery frequency levels are highest, especially in the evenings. In the digital poster, passers-by are advised: ‘Don’t look at this poster. Look out for thieves instead’. In the radio ad, listeners are urged to: ‘stop listening to this advert’. Instead, they are told to listen to be aware of their surroundings and keep valuables out of sight.
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