Timed to coincide with the busy Christmas shopping season, Crime Stoppers Toronto wants to crack down on retail theft with “It Costs Us All,” a new campaign encouraging consumers to vote for harsher penalties and to be vigilant in spotting suspicious activity in-stores.
According to the Retail Council of Canada, retail theft costs businesses $4 billion per year, resulting in higher prices handed down to consumers.
Developed by DDB Toronto, the campaign includes flyers, wild postings, in-store posters, newspaper, radio and online ads. At first glance, the ads appear as sale flyers. But instead of showing prices being discounted, prices are marked-up. Alongside the dummy sale ads, a number of statistics relating to organized retail theft are listed, including “2 out of 5 thefts involve some form of violence.”
“Consumers are indifferent, but to get them to take notice of this costly social issue, we needed to demonstrate how they are ultimately paying for the crimes of others,” said David Ross, associate creative director at DDB Toronto in a statement. “Presented as a crime tax that criminals are forcing Canadians to pay, the campaign arms consumers with disturbing facts to help them reassess the scope of this issue and to take action.”
All creative drive consumers to ItCostsUsAll.com to learn more about the costs of retail theft, and to take part in an online vote on whether stiffer penalties should be enacted.
“It Costs Us All” was launched in collaboration with a number of corporate partners including, BOMA Toronto, Building Technologies, Interac Association, Loblaw Companies Limited, Sobeys and TJX Canada.
Media placement is based on donated media space and is starting to appear in market now. The campaign will run until the end of the year.
