Crimestoppers works because it inspires trust in the promise of anonymity and the life-changing impact their work has on entire communities.
Unfortunately, its website was undermining this. Reporting a crime just wasn’t as easy as it should be, and the site was in need of improvement. And there was a bigger problem. Who is Crimestoppers?
Crimestoppers was suffering from a big issue with its brand - it wasn’t immediately obvious that it was a charity. It was easy to assume it was an extension of the police. If that was the case, how many people were too afraid to speak up? How much crime went unreported? How many lives were being ruined?