Case Study - BC Crime Stoppers

Public awareness campaigns succeed when people see, hear and connect with the message in ways that feel relevant to their everyday lives.

Working alongside British Columbia Crime Stoppers Society, TLL Marketing developed a series of integrated awareness campaigns focused on extortion, contraband tobacco and organized crime awareness throughout British Columbia.

The campaigns combined audience insight, culturally relevant creative and coordinated media planning to reach communities across multiple channels and devices. In 2025, this work was recognized internationally by Crime Stoppers International with the Best Agency-Developed Initiative Award.

Public awareness campaigns face a unique challenge: information alone is rarely enough to create meaningful engagement.

Campaign messaging needed to reach diverse audiences across British Columbia, communicate complex public safety issues clearly and remain visible across increasingly fragmented digital environments.

The campaigns also required different approaches depending on the audience. Some initiatives focused on broad public awareness, while others required more targeted outreach strategies designed around specific communities, languages and industries.

The goal was not simply to generate impressions, but to build sustained awareness through strategic, repeated exposure across multiple platforms.

To help BC Crime Stoppers connect with audiences across British Columbia, TLL Marketing developed a coordinated multi-channel awareness strategy built around audience behaviour, cultural relevance and sustained visibility.

The campaigns combined Connected TV, digital audio, online video, programmatic display advertising, social media, radio and digital billboard placements to create consistent exposure across multiple platforms and devices. Rather than relying on a single advertising channel, the strategy focused on reaching audiences throughout their daily media experience — from streaming platforms and mobile devices to transit environments and community-focused media placements.

Audience targeting strategies were tailored to the goals of each campaign. This included contextual targeting, geo-targeting, audience segmentation and retargeting strategies designed to improve both reach and engagement.

For the Extortion Awareness Campaign, multilingual and culturally relevant creative helped connect with South Asian and Punjabi communities across British Columbia. For the Contraband Tobacco initiatives, campaigns focused on both broad public awareness and industry-specific audiences within transportation and warehousing sectors.

The result was a campaign ecosystem designed to build awareness gradually through repeated exposure across complementary media channels.

The combined strategy was successful in delivering visibility and strong engagement metrics across British Columbia.

• 16M+ Total Impressions: Achieved across the Extortion Awareness and Contraband Tobacco campaigns.
• 1.2M+ Unique Users reached: The Extortion Awareness Campaign successfully captured a significant footprint of the targeted population.
• Successful Completion Rates: Audiences didn't just scroll past the content. Video completion rates climbed past 82%, while digital audio placements achieved a 94% completion rate.
• Strategic Ad Recall: The Extortion Awareness Campaign achieved a positive lift in ad recall, proving that cross-channel reinforcement successfully drove long-term retention.

Performance insights further highlighted the importance of culturally relevant creative and audience-focused messaging. Punjabi-language creative outperformed English creative across several engagement metrics, demonstrating stronger audience resonance and engagement efficiency.

These campaigns demonstrate how modern multi-channel media strategies can support meaningful public awareness initiatives while delivering measurable performance outcomes.

Through strategic targeting, coordinated creative, and data-driven optimization, TLL Marketing continues to help organizations connect with audiences across today’s evolving media landscape.