Issued by: Primedia Face 2 Face


A fundamental arm in ensuring this is effective is to engage communication at a grass roots level. As a company that has a stronghold in townships and rural communities, Primedia Face 2 Face was an obvious partner in the initiative.

Primedia Face 2 Face chose to implement its Crime Line campaign at a grass roots level by making use of the Primedia Face 2 Face Distribution Service. The Distribution Service aims to promote and distribute clients' brands to consumers in rural and urban areas, particularly to spazas, counter service, self service and superette stores. Primedia Face 2 Face utilised its Distribution Service to place posters highlighting the Crime Line initiative in these stores as a way of ensuring this market was effectively reached.

In addition to the Distribution Service, Primedia Face 2 Face made use of their Promobile - a Communication Medium that combines outdoor advertising with a state-of-the-art sound system. This Communication Service was instrumental in creating awareness for the Crime Line initiative in lower LSM areas. A ‘Park and Drive' campaign was used in conjunction with the Communication and Distribution Services. The ‘Park and Drive' campaign made use of double-sided billboards displaying information about the Crime Line Campaign, which were then towed behind vehicles and parked in high density/traffic areas for an hour before moving to the next selected area to ensure maximum visibility and create ongoing awareness.

The success of the program is apparent as it has already put almost 500 criminals behind bars, and resulted in over R20 million worth of goods being recovered or seized by the South African Police Services. Primedia's Crime Line has recorded the highest number of tip-offs of such initiatives around the world, proving the initiative has full support of the community members.

In a country with a high crime rate, community information in the form of anonymous tip-offs is vital to help combat crime. Drugs and stolen goods confiscations, and the arrests of drug dealers, counterfeiters, thieves and highjackers are just a few of the success stories this initiative can claim.

Uniting the community, the media and police, is a positive step in the fight against crime. Director Sally de Beer of the National Police Commissioner's Office, says, “This partnership between the SAPS, Primedia and the public is working well and we are glad that more and more people are blowing the whistle on criminals. We urge the community to continue to break their silence. We must continue to grow the culture of tipping-off the SAPS via Crime Line."

Originally known as Product Marketing Services, Primedia Face 2 Face has been promoting and distributing brands nationally to lower level LSM bottom of pyramid consumers in both rural and urban areas since its launch in 1981. For almost 30 years this innovative company has been offering clients opportunities to establish strong consumer franchises for their brands within this sector, and to communicate interactively and personally with consumers.

For more information visit www.f2f.co.za or call: 011 475 1419.

Visit our PRESS OFFICE: Face 2 Face is a Primedia Group Company, which for the last 25 years has specialised in distribution and communication services to townships throughout South Africa. The company has the most extensive face-to-face distribution and promotional network within South Africa.- more....

[26 Jun 2008 17:04]

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