Jeremy Gutsche — April 6, 2007 — Marketing
Maryland has launched an 'EXILE program' in which they are featuring actual convicted criminals on billboards. The purpose is to make jail seem more real and better portray the consequences of criminal actions.
Steve Hall at Ad Rants points out the potential adverse impact of such a campaign: "Want ad fame? Just go commit a crime. Oh wait, that's not what Maryland U.S. Attorney Rod Rosenstein says the message should be. According to him, 'The purpose of the billboards is deterrence.'"
Steve Hall at Ad Rants points out the potential adverse impact of such a campaign: "Want ad fame? Just go commit a crime. Oh wait, that's not what Maryland U.S. Attorney Rod Rosenstein says the message should be. According to him, 'The purpose of the billboards is deterrence.'"
Trend Themes
1. Real-criminals-on-billboards as a Deterrent Tool - Opportunity for law enforcement agencies to utilize innovative and attention-grabbing methods to deter crime.
2. Personalization in Public Advertising - Rising trend for governments and public organizations to utilize personalized advertising techniques for social awareness campaigns.
3. Use of Data Analytics for Crime Prevention - Data analytics tools providing insights that could aid law enforcement in preventing crimes and help design targeted awareness campaigns.
Industry Implications
1. Advertising Industry - Opportunity for advertising agencies to work with governments and public organizations to design effective campaigns that utilize novel ideas to create social awareness.
2. Law Enforcement Industry - Opportunity for law enforcement agencies to utilize innovative and attention-grabbing methods to deter crime and help design targeted awareness campaigns.
3. Data Analytics Industry - Opportunity for data analytics companies to provide insights that could aid law enforcement agencies in preventing crimes and help design effective awareness campaigns.
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