The National Illicit Drugs Campaign by Crime Stoppers Australia stands as one of the largest and most impactful initiatives to combat organized crime and the illicit drug trade. Funded through the Australian Government’s Proceeds of Crime Act, the campaign took a three-pronged approach: an advertising campaign targeting key audiences, awareness activities within local communities, and direct engagement with industries vulnerable to drug-related crime. Key audiences included partners or ex-partners of those involved in drug trafficking, co-workers in high-risk industries, and individuals within the drug trade itself. The campaign’s success was driven by the use of anonymity, creating a safe environment for individuals to come forward without fear of retaliation.

The results of the campaign were remarkable, with an estimated reach of 4.8 million people, generating over 41,000 reports on drug-related activity—a 10.5% increase from the previous year. Collaborating with Behavior Change Specialists, the campaign employed innovative media strategies, including pixelation techniques and reassuring messages, to connect with audiences in private moments through platforms like Spotify, TV, and washroom signage. The initiative not only disrupted the drug trade but also fostered unprecedented cooperation between industry sectors and law enforcement. By leveraging the power of community involvement, Crime Stoppers successfully demonstrated how collective action can strike at the heart of organized crime in Australia.

Find more from the Crime Stoppers Australia (Australia, 2024)