"Cash for Guns" campaign returns to Toronto

    Toronto Crime Stoppers successful awareness program hits the streets

    TORONTO, Oct. 23 /CNW/ - Toronto Crime Stoppers latest "Cash for Guns"
fall awareness public service announcement (PSA) campaign hits Toronto streets
this week. Created by DDB in Toronto, the out-of-home campaign aims to raise
awareness and encourage more people to call the anonymous Toronto Crime
Stoppers tips hotline at 222-TIPS with information about the location of an
illegal handgun.
    Motivating people with a monetary reward, Toronto Crime Stoppers will pay
up to $500 cash for a tip leading to the seizure of an illegal or
crime-related handgun.
    "The campaign is all about gun violence prevention," says Lorne Simon,
chair of Toronto Crime Stoppers. "Helping to get illegal handguns off the
streets and reducing gun-related violence in our neighbourhoods is what this
program is all about. We're asking that if anyone has first-hand knowledge of
where an illegal or crime-related handgun could be found, to call our
anonymous tip line. If we can seize just one of these guns that could
potentially be used in a crime or to kill someone, then the campaign is a
    Developed by DDB Canada's Toronto office, the thought-provoking
out-of-home campaign contains a series of six posters with striking
photographs of a Toronto playground, an urban river, an alleyway, parking lot,
school hallway and the outside of an apartment building. Subtle quotation
marks are superimposed deliberately into each image around a garbage can,
sewer grate, car trunk, apartment window and school locker with an empty space
in between them suggesting that with the help of an anonymous tip, police knew
where to find the illegal handgun.
    Each poster features the tagline, "Your tips help us find illegal
handguns. Get up to $500 cash. Call 222-TIPS."
    The posters will be placed in schools, on billboards, and in washrooms
throughout Toronto.
    The campaign aims to encourage people to come forward anonymously with
any first-hand knowledge of where an illegal or crime-related handgun could be
located, and educates the general public of the locations where guns are
typically stashed so they can be more alert to their surroundings and know how
to react in case they come across one.
    "We recognized the biggest barrier to someone calling in a tip is
anonymity," says Andrew Simon, senior vice-president, creative director, DDB
Canada, Toronto. "The use of the quotation marks allows us to visually
demonstrate that Toronto Crime Stoppers is not concerned about the caller's
identity, just the information they have."
    Andrew Simon adds: "While the success of most marketing campaigns is
measured in terms of sales growth, we measure the effectiveness of the Cash
for Guns campaign by the number of tips it generates for Toronto Crime
Stoppers and the number of guns taken off the streets by the police. We know
that for every illegal handgun seized as a result of the campaign, we may have
prevented a gun-related crime or even saved a life."
    This year's campaign follows up Toronto Crimes Stoppers highly successful
and award-winning 2005 Cash for Guns campaign. In that campaign, over a
two-month period in October and November, 164 tips were received and
investigated, 22 illegal handguns were seized and Toronto Police made 30
arrests and laid 267 charges.
    In order to make this year's Cash for Guns campaign possible, DDB Canada
donated its creative services and resources, and partnered with photographer
Frank Hoedl as well as Astral Media and Zoom Media, who generously donated
media space taking the campaign onto the streets of Toronto.
    DDB Canada's Toronto office is the agency of record (AOR) for Toronto
Crime Stoppers and has been since 2005. DDB Canada is dedicated to supporting
Toronto Crime Stoppers with high-profile PSA campaigns to increase public
awareness about the organization and prevent gun-related crime in order to
make Toronto a safer place.
    High resolution Images and creative credits for the campaign can be
accessed by entering the following ftp site in your web browser:

    Username: ddbgroup
    Password: pr

    About Toronto Crime Stoppers

    Toronto Crime Stoppers (www.222tips.com) is a non-profit community
program, which involves the public, the media, and the police in the fight
against crime in our city. It encourages people to call the Crime Stoppers tip
line (416-222-8477) if they have information, which will help solve a crime or
lead to the capture of a criminal. The program combats fear and apathy by
offering anonymity and cash rewards.

    About DDB Canada

    DDB Canada (www.ddbcanada.com) is the most creatively acclaimed,
internationally recognized marketing communications agency in Canada. Ranked
the No. 1 creative agency in Canada by Strategy magazine for nine years in a
row, and among the top 15 best agencies in the world in The 2006 Gunn Report,
DDB Canada is recognized for award-winning advertising that generates
significant results for clients. A "total communications company," DDB
believes creativity is the strongest business tool. With offices in Victoria,
Vancouver, Edmonton, Toronto and Montreal, DDB Canada was named one of the
"Best Small and Medium Employers in Canada" in 2007 by the Queen's University
School of Business.

For further information:

For further information: or to schedule an interview, please contact:
Shari Balga, Robert Maclean, DDB Canada, Direct: (416) 972-5832, (416)
972-5831, Cell: (416) 727-4101, (416) 527-7170, shari.balga@ddbcanada.com,
robert.maclean@ddbcanada.com; Lorne Simon, Detective Larry Straver, Toronto
Crime Stoppers, Direct: (416) 785-5037, (416) 808-7253, Cell: (416) 550-8477,
(416) 434-8566, lorne@michaelcommunications.com,

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DDB Canada

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