Asian Media Access :: General Crime Victims

General Crime Victims

Introduction

This General Crime Victim Statewide Media Project is intended to raise the awareness of and promote the visibility of General Crime victim issues statewide.

Six years ago, the State Legislature defined 3 crime victim service areas --- Sexual Assault, Child Abuse and General Crime. Since then, the term "General Crime" has failed to become a household term. The General Crime Victims Advisory Council has developed the definition of General Crime to include the following:

General Crime Victims - Victims of crimes that include but are not limited to: Assault, Robbery, Burglary, Theft, Homicide, DWI Vehicular Homicide or injury, Arson, Criminal Damage to Property; Bias/Hate Crimes/ and any crime victim not included under Sexual Assault, Battered Women or Abused Children victim services.

The goals of the General Crime Victim Statewide Media Project are:

Create visibility for general crime victim issues
Raise public awareness and understanding about general crime victimization
Specifically target underserved communities with general crime prevention messages

Media Project Campaign Package

Community Outreach:

Advisory Committee
Focus Group meetings
Individual Interviews

Media Component:

Advisory Production Consultants
Unified Slogan/Logo "General Crime --- Anyone Can Be a Victim"
Media Kit for the media & service agencies
State-wide Print Campaign
State-wide TV & Radio PSA Campaigns

General Crime Victim Service Providers:

Printed Material: Mid-size Poster
Local press coverage

30-Second Television Spot

This spot is an abstract, atmospheric depiction of a diverse group of General Crime victims boarding a bus. Voiceovers reveal fragments of their individual compelling stories and gradually portray them all as victims. In the final shot, the slogan "General Crime -- Anyone can be a Victim" is purely visible on the side of the bus. This spot's dream-like atmosphere and distressed, fast-paced camera movements help draw the interest of younger generations. while conveying the seriousness of the message.

Thanks for the involvement of the Minnesota Broadcasters Association, this spot will achieve maximum visibility on stations throughout the state.

Urge your local media to run this spot as a public service. Have a media representative contact Minnesota Center for Crime Victim Services, General Crime Victims Program (Tel: 651-205-4823) to obtain air-ready tapes.

"BUS" :30
NARRATOR: "General Crime - Anyone Can Be A Victim."
African American Woman: "It took me six years to build that store and they burned it down."
Asian Teen: "They said go back to your own country or they would beat me up again."
Chicano Woman: "After they killed my son, I had to use my daughter's tuition to pay for his funeral."
Elderly Caucasian Man: "My son stole my social security check again. I have nothing to live on."
NARRATOR: "Report the crime, then inquire about the crime victim services."

60 Second Television Spot

Intercutting a black screen with images of aftermath crime scenes, this spot draws on the intense, raw emotions of General Crime Victims to relay its message. Frightened and mournful voices are heard in the black, while brief glimpses of crime scenes portray various instances of General Crime. The final shot shows the black screen being broken into pieces to reveal the slogan: "General Crime -- Anyone can be a Victim". This spot aims to draw in the concern of more mature audiences by highlighting the pain of victimization.

Thanks for the involvement of the Minnesota Broadcasters Association, this spot will achieve maximum visibility on stations throughout the state.

"AFTERMATH" :60
"Can they just stop harassing me?"
"I never thought it would happen to me...."
"I can feel him every minute, he is still there, following me..."
"What am I going to do now!"
"I don't want to talk about it. I don't even remember it. It doesn't matter anymore."
"Does anyone believe what I am saying?"
"Mom, I'm so scared!"
"I should have known better."
"They even took my grandma's photo album...."
"Don't tell me you know how I feel..."
"What if I have to come home earlier...."
"Why he took my money, oh.... he sounded so nice on the phone...."
"Maybe I deserved what happened to me!"
"He kept threatening me.... I don't know what to do!"
"Why did they kill my son, why, why, why......"
NARRATOR: "General Crime - Anyone Can Be A Victim. Report the crime, then inquire about the crime victim services."

30 Second Radio Spots

Using repetitive General Crime categories and emotional content similar to the TV campaign, radio will also be heard every week across the state. The involvement of the MN Broadcasters Association will help achieve maximum listenership.

SPOT 1 "GENERAL CRIME CATEGORIES" (In English)

ANNOUNCER: "General Crime - Anyone Can Be A Victim."
"Robbery"
"Arson"
"Assault"
"Drunk Driving"
"Theft"
"Burglary"
"Consumer Fraud"
"Gang Violence"
"Stalking"
"Homicide"
"Vandalism"
"Terroristic Threats"
"Bias and Hate Crimes"
"Intimidation"
ANNOUNCER: "These are General Crime. Report the crime and inquire about crime victim services in your community."

SPOT 2 "AWARENESS" (In Hmong, Smali & Spanish)

ANNOUNCER: "You have been threatened by hateful words. Your house has been broken into. You have been attacked on the street. Your loved one has been murdered. You are a victim of General Crime. Report the crime to your community leader and the police, then inquire about help for crime victim services in your community."

Slogan/Logo "General Crime --- Anyone Can Be A Victim"

All the promotional products, Media Kit, TV/Radio PSAs & posters mirror a central idea so that the image & message are unified and the Slogan can be reinforced again and again. The design of the Slogan, "General Crime --- Anyone Can Be A Victim":

has a center message of "General Crime" and "Victimization"
is visual. The limiting use of words in the Slogan helps reaching a broader audience.
creates positive links between victims & general crime service providers