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Thames Valley Police launches safer streets campaign with ATM:ad

17 January 2006  |  726 views  |  0 Source: ATM:ad

In a bid to spread messages about steps people can take to reduce the risk of becoming a robbery victim, Thames Valley Police are running a powerful advertising campaign on cash machines across Berkshire, Buckinghamshire and Oxfordshire promoting their Safer Streets campaign.

The campaign, which is guaranteed to reach 350,000 people, is entering its second phase this week with ads running until January 22nd.

Safer Streets is a six month crackdown on violent crime aimed at 15-35 year olds. It is about making it safer to live in Thames Valley and enjoy the nightlife. The adverts will run on cash machines at 44 locations in the Thames Valley including supermarkets, post offices, shopping centres, petrol stations, a hospital and convenience stores.

Thames Valley Police will utilise the separate ATM:ad modules. The 10 second "Attract" trailer flashes the message "Getting cash out in public? Bring a mate to the ATM and don't flash your cash". During the "In-transaction" sequence, the message says "Before you go out, plan your way home, talking on your mobile will not keep you safe. If out alone, use public transport or get a taxi". The final "thank you" screen delivers the message "He's on his own and on his phone, he's a robber's target".

The adverts were designed by Thames Valley Police's New Media team and animated by ATM:ad.

Inspector Neil Coolman from the Safer Streets project, said: This is a really innovative way to get a message about staying safe to young people who go out on the town in Thames Valley. We are genuinely concerned with the welfare of young people, they are a hard to reach group and with this type of advertising, hopefully we can get them to help us, by helping themselves to stay safe."

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