Hill Holliday Creates First-Ever Anonymous Text Message Tip Line for Law Enforcement in the U.S.

BOSTON--(BUSINESS WIRE)--In collaboration with the City of Boston and the Boston Police Department, Hill Holliday today announced the unveiling of an anonymous text message tip line for law enforcement in Boston. This is the first such initiative in the United States.

“The City of Boston is excited to introduce this new and innovative approach to the Boston Police Department's Crime Stoppers program”

In a press conference held today, Boston Mayor Thomas Menino and Boston Police Commissioner Edward Davis unveiled the major initiative to revitalize the city’s anonymous crime tip hotline. The tip hotline program, called Crime Stoppers, is being enhanced by enabling citizens to text message an anonymous tip to police. In addition, the program will be promoted to Bostonians though a targeted pro bono advertising campaign. Boston is the first city in the nation to give it citizens the ability to submit an anonymous tip from their mobile phone via text messaging.

“Hill Holliday is thrilled to be working with the Boston Police Department on an initiative that will keep our city safer and has the potential to save lives,” said Thi Linh Wernau, Hill Holliday Mobile Marketing. “We believe that mobile and wireless technology represent untapped potential for communication between various audiences. We hope that this initiative helps the critically important life-saving work of the Boston police.

“The city’s anonymous tip line is safe, secure and effective – but far too underutilized,” said Boston Mayor Thomas M. Menino. “Today, we’re launching a major effort to revitalize this valuable tool with new energy, new purpose, new technology, and new advertising.”

“The City of Boston is excited to introduce this new and innovative approach to the Boston Police Department's Crime Stoppers program,” said Boston Police Commissioner Edward Davis. “We are confident that the anonymity of the text function coupled with the sophisticated outreach program will inspire individuals to provide police with helpful, investigative tips. Mayor Thomas Menino and I greatly appreciate the efforts of Hill Holliday and applaud their dedication to public safety and their partnership with the city.”

Adding the anonymous text function to Crime Stoppers – the first of its kind in the nation – is aimed directly at leveraging a discreet communication channel that is familiar to kids. The text tip line will enable those who prefer texting to talking to speak up safely, immediately and anonymously through their mobile phone. The Crime Stoppers tip line (1-800-494-TIPS) has been in place in Boston for over a decade. It allows citizens who have information about a crime to report it to the police anonymously and, if the tip results in an arrest and indictment of a suspect, an award of up to $1,000 is given to the caller.

According to CTIA, mobile users sent 18.7 billion text messages in the month of December 2006, up 92 percent from 9.7 billion messages in December 2005. Text messaging is the preferred channel for many teens and those in the 18 to 24 year-old demographic. More than 70 percent of young adults (18-24) and close to 60 percent of teens (13-17) send text messages every month (M:Metrics).

The advertising campaign developed on a pro bono basis by Hill Holliday features a picture of a large police badge with a message engraved on the badge. “You are not right to remain silent” is the message in the signature execution followed by text that reads, “Fight crime 100% anonymously. For yourself. For your neighborhood. Text the word “TIP” to CRIME (27463) or call 1.800.494.TIPS.”

The media vehicles for the advertising include outdoor, transit and radio in the City of Boston. The outdoor executions will appear in bus shelters and street-level stands in those neighborhoods with high crime rates and will run for three months. The transit executions will appear in subway cars, platforms and inside buses during the same time frame. The radio spots are 60 second executions and will run as PSAs on stations broadcasting across Boston. Wall generously donated the space for the bus shelters and the MBTA and Titan Worldwide donated the transit advertising. VeriSign enables the mobile messaging application, created the intuitive system users interface and provides the direct connection to the mobile carriers.

About Hill Holliday

Hill, Holliday, owned by the Interpublic Group of Companies Inc. (NYSE:IPG) and headquartered in Boston with offices in New York, San Francisco, Miami Beach and Greenville, S.C., is one of the top communication agencies in the nation. Hill, Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands such as Anheuser-Busch, AOL, Bank of America, CVS/pharmacy, Dell, Dunkin’ Donuts, EMC, The Massachusetts State Lottery, the Rockport Company, Putnam Investments, TJX Cos., Tyco and Verizon Wireless. Hill, Holliday can be found on the Web at www.hhcc.com.

Mobile marketing is a specialized service offering within Hill Holliday Interactive. Hill Holliday leverages its mobile marketing expertise to provide clients with new and relevant ways to connect with audiences through the mobile channel. Hill Holliday helps its clients navigate the complexities of the mobile ecosystem and provides end-to-end mobile marketing services and solutions, within an integrated, multi-channel communications environment.