ISBN 0 7559 2769 9 (Web only publication)
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Campaign overview
- The Safer Scotland campaign is run by ACPOS (Association of Chief Police Officers of Scotland) and funded by the Scottish Executive.
- 'Acquisitive crime' refers to the reselling or handling of stolen goods. Typically, this might involve a member of the public being offered electronic or consumer goods at a bargain price in the pub or "off the back of a lorry". Counterfeiting and piracy of CD, DVDs, watches and other consumer goods were targeted as part of this campaign.
- The aim of the campaign was to raise awareness of the issue of acquisitive crime among the public, which is often connected to wider crime including house breaking, mugging and shop lifting.
- A range of radio and poster executions were developed, using the tag line "Stolen Property, Someone Always Pays". The campaign ran throughout October 2003 and was supported by police operational activity.
- Research was conducted at both before the campaign (Wave 1) and after (Wave 2) campaign stages. This report records the findings from Wave 2.
Highlights
- 32% of respondents said they had seen advertising on stolen goods and, therefore, are likely to have seen this campaign. This level of awareness was expected and is considered reasonable for advertising on a new campaign issue and that is also run on a limited budget.
- 48% of those who said they had seen advertising said any advertising they had seen on stolen goods was effective.
- Between Wave 1 and Wave 2, there was an increase in the number of people who said that they had been offered stolen goods. These findings may indicate a greater awareness of the issue: the campaign may have prompted people to consider more carefully the origins of any electronic or consumer goods they were offered.
- It is widely recognised that promoting a positive behavioural change through most advertising campaigns requires a long-term approach with more than one campaign phase. Wave findings indicate no increase in the proportion of people prepared to say no to accepting goods of an unknown origin. This would not be expected to change as a result of one campaign and may indicate a particularly strong culture of "turning a blind eye" to a bargain, and therefore the potential need for a longer-term approach.
Implications
In addition to considering a longer term approach, consideration could also be given to conducting further research to examine in greater depth the culture of "turning a blind eye" to a bargain.
