Yusef Abramjee (Team Leader) South Africa Crime Line and Debbie Rose (Crime Stoppers USA) at 2011 Crime Stoppers International Training Conference, Montego Bay, Jamaica

1. TO PROMOTE OR NOT TO PROMOTE
Team Leader Yusuf Abramjee (SA)
accompanied by Debbie Rose (USA)

2. TO PROMOTE OR NOT TO
PROMOTE
 AWARD WINNING CRIME LINE TV
ADVERT

3. TO PROMOTE OR NOT TO
PROMOTE
 Some programmes still promote the old
way... Change with times
 Back to basics-always keep it alive and
relevant
 Use social media effectively: Facebook,
Twitter, You Tube, Websites, Phone apps
 Use traditional media to your advantage –
print, TV, radio, digital, outdoor
advertising, cinema advertising, malls,
leaflets, etc.

9. TO PROMOTE OR NOT TO
PROMOTE
 Form and strengthen strategic partnerships
 Don’t under estimate the power of
repetition. Constantly get your logo out
 Consider shock tactics for some crimes–
touching emotion can be effective
 Know you market: Consider annual surveys
 Promotional items and road shows can
spread the message – target youth also

10. TO PROMOTE OR NOT TO
PROMOTE
 Awarding and rewarding police officers for
solving of crimes: “Star of the Stars”
 Involve role models in your community to
market your programmes – example:
SHOUT (Video)
 Wanted criminals and CCTV footage often
gives your programme much editorial
leverage (Video)

11. TO PROMOTE OR NOT TO
PROMOTE
 Creativity.... keep events current (work with
speed)....also freshen up the messages
constantly (Audio)
 Where appropriate, highlight your successes
– always keep safety in mind. (let the
investigator guide you)
 Let’s remember: Without promoting CSI,
we will not be spreading the message

12. CONCLUSION: PROMOTE OR
DIE!

13. OPPORTUNITYISNOWHERE

14. LEADERSHIP PRINCIPLES
 MODEL THE WAY
 INSPIRE A SHARED VISION
 CHALLENGE THE PROCESS
 ENABLE OTHERS TO ACT
 ENCOURAGE THE HEART
 CELEBRATE YOUR SUCCESSES