NCJ Number
208057
Date Published
2004
Length
24 pages
Annotation
Based on an analysis of Jersey City's (New Jersey) publicity campaign against car crime, this paper demonstrates how publicity can be a viable means of addressing car crime and identifies the components of a successful campaign by adopting elements from the social market research arena.
Abstract
In 1997, the Jersey City Police Department conducted a study to test the value of offender-oriented publicity and additional police patrols to prevent car crimes. The publicity intervention targeted only potential offenders, although car owners in the targeted area were exposed to the publicity. Posters warned potential offenders that car crimes would receive special police attention and that the police would investigate any suspicious activity. A detailed map highlighted the "protected zone." Specific police activities were mentioned on the poster, namely, police surveillance, traffic checkpoints, and field interviews. The posters were sufficiently large to be read while traveling in an automobile or bus. An assessment of this publicity campaign showed that the experimental areas did not have a reduction in car crime compared with the control area, and the area receiving only the added police patrols also failed to produce significant results. Based on social market research, however, this paper proposes a strategic plan for a publicity campaign that targets car crime. The plan involves the following six steps: select the target audience; analyze concerned behaviors; devise a reward structure; make the message credible; reach the audience; and evaluate the effort. This paper argues that a well-planned publicity campaign based on social market research can not only reduce car crime but also reduce fear of crime, improve police-community relations, increase social responsibility for crime prevention, and magnify situational crime prevention methods. 2 tables, 2 figures, and 48 references