When National Center for Policing Innovation (NCPI) was looking to get the message out about a life-saving service that empowers crime victims, we knew it was critical to make the campaign empowering, serious and discrete.
VINE (Victim Information & Notification Everyday) is a free service that notifies by text, email or phone when an inmate is released, transferred, up for a parole hearing, taken off premises, or has escaped. However, this 20-year-old program was not well known to the general public.
How could we convey the sense of danger that this service solves without traumatizing victims or creating negative associations?
The King Agency created a multi-media launch campaign around a feeling of empowerment. People were directed to a website to sign-up for the free notifications and get answers to a wide range of questions. We later built upon the initial campaign with additional broadcast spots highlighting more use cases for the expanded services and resources VINE offers.