Toronto Crime Stoppers came to Community with the task of rebranding their anonymous tip program. But after a deep dive into the program, it was clear it needed more than a facelift; it required a fundamental operational change.
Community proposed the 36-year-old program stop paying tip givers and to reinvest funds into community and neighbourhood initiatives. Funds previously used for rewards will instead go to areas in the city impacted by crime. After analyzing the payout system, it was discovered 50 percent of tipsters opted out of the reward option, and only 17 percent of the tipsters collected their reward.
Under the new slogan “See It, Say It, Stop It,” the program, which led to 85 arrests and 320 charges in 2019, will remain anonymous but will allocate funds to partnerships and programs to keep neighbourhoods safe.
Inspired by the act of “speaking up,” Community used quotation marks to form the new logo in the shape of a shield. The quote marks were also rearranged in print material to look like eyes suggesting looking out for your neighbourhood.