Graffiti Prevention
WHAT IS THE ISSUE?
The Tauranga City Council has a strong programme to stamp out graffiti vandalism, including a dedicated reporting phone line and clean up services. However they can’t act alone, they need community support to help stamp it out. They want people to know what to do to prevent graffiti in their community and to report it when they see it.
THE MARKETING CHALLENGE
To get local people to take note and act on graffiti vandalism prevention the same way they notice graffiti itself. Graffiti vandalism is like a nasty rash, if left unchecked it can spread, making it far more difficult to remove and stamp out.
THE CONSUMER INSIGHT
Graffiti vandalism is disruptive. It damages property by making it unsightly and makes us notice surfaces, which are usually unnoticeable. Taggers like to think their crime is victimless; they need to see that their behaviour is anti-social and that they are being watched. We need a solution that is equally disruptive in a positive manner, and sends a clear message to taggers that their tagging is unwanted.
THE CREATIVE SOLUTION
We decided to take a taggers main weapon a public place. We wanted to disrupt an environment with something that doesn’t usually belong there. We created a giant Spray Can and covered it in tagging like testimonials about how tagging makes people feel. We placed it is public places, specifically shopping malls, with high foot traffic, a place usually devoid of graffiti. We also attached flyers, repeating the message and telling locals what they needed to do to report and remove tagging.
THE RESULTS
Palm Beach Plaza in Papamoa was the first retail shopping centre to position the Spray can near one of the highest grossing Woolworths in the country. Over 2.6 million shoppers visit this mall per annum. In the first day, the flyers were restocked to keep up with local demand for the information leaflets. Over a six week period the can has been seen by approx 200,000 people. The value of this space from a leasing perspective has been costed at $16800.00 and has been at no cost to the council. The local media have all engaged with both internet and press exposure at no cost to the campaign budget.
CLIENT COMMENT
The idea for the can was great as it was something new and eye catching. To be able to capture people’s attention and raise their awareness and help empower them to do something about graffiti in their community, promoting the same message as always about graffiti but without having the same old look and feel. I believe the campaign is working well in conjunction with the letter drop as I have had calls from the public wanting to help with painting out tags. More people are calling in reporting tags and suspicious behaviour. I really like the idea that we can change the skin on the can, using the same frame with changing information and linking it specifically to certain areas of the community. Yourself and the team at v.marketing have been great in moving this campaign forward, all helping toward the goal of reducing tagging in the city.Jane Denton
Graffiti Prevention Officer
Tauranga City Council