Agency: Boase Massimi Pollitt Partnership | Authors: S Yarwood and Chris Cowpe |
Home Protection Revisited
The National Roll Out of a Regional Test
INTRODUCTION
One of the 1982 First Prize awards was Home Protection how advertising helps fight crime.
The subject of that paper was a regional advertising test. Since then, the campaign has gone national. This paper is an update, a report on what happened when we 'took the plunge' nationally.
It shows what happened, what was different and why. Finally it draws together the lessons we have learnt from the national experience.
WHERE WE WERE
A...