Lockdown Your Car
Auto theft has been on the rise in Colorado for the past 10 years, fueled by major population influxes and violent crime increases. What many people don’t know, however, is that auto theft is more than just a property crime and can seriously implicate the safety of a community—74% of adult car thieves are charged with additional crimes such as drug trafficking, identity theft, armed robbery, and home invasion (down from 97% in 2018). This truly is a statewide issue, affecting both metropolitan areas and rural communities.
While not every case of auto theft can be prevented, nearly 50% of auto thefts are due to driver error (i.e. not locking your car, leaving it running unattended, and so forth). We launched the “Lockdown Your Car Campaign” focusing on decreasing auto theft throughout the state to make the community a safer place overall. The Lockdown Your Car campaign was a statewide effort, spanning urban and rural areas, and employs an integrated communications approach. To reach every corner of the state, we partnered with law enforcement on a community level to spread our message and tailored talking points and communications specifically for the auto theft that those areas were facing—trailer and truck thefts—as opposed to the different trends that were more prevalent in Denver and the Front Range, which we messaged about in a different way.