Creative agency Richards Rose and media agency Hatched have been appointed by Crime Stoppers Australia to develop and manage a behaviour change campaign that will help to address the growing incidence of money laundering in Australia.
Crime Stoppers Australia is an independent not-for-profit charity that works closely with police, media and the community to help solve, reduce and prevent crime. Richards Rose and Hatched will create and deliver a federally-funded campaign for the organisation that focuses on preventing the recruitment and exploitation of people as money mules. The initiative will seek to expose the lures used by organised crime networks, such as deceptive job offers and financial incentives.
“Criminal networks are becoming increasingly sophisticated in the way they target and exploit people, often disguising illegal activity as legitimate opportunities,” said Crime Stoppers Australia chair, Ian Stewart.
“By raising awareness and starting conversations within our communities, we can help international students and the broader Australian community to recognise the warning signs and avoid becoming involved in activities that may have serious consequences.
“We’re excited to be partnering with Richards Rose and Hatched on a campaign that will help people better understand the issue, potential consequences and how they can play a part in hindering organised crime.”
“We are incredibly proud to partner with Crime Stoppers Australia on this vital initiative, helping to spread this message and take on criminals that exploit members of our community. Our goal is to turn awareness into action and disrupt illicit networks,” said Richards Rose CEO Digby Richards.
Commencing its rollout in late June, the national campaign will span channels including out-of-home, digital, print and radio. It will be further supported by in-community activations.
“Hatched is committed to ensuring Crime Stoppers Australia’s message reaches the right audiences with maximum impact. We’re eager to put our media smarts to work to educate Australians about this concerning issue,” added Hatched chief operating officer Adrian Roeling.
