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Crime Stoppers employs cartoon blood and guts to appeal to young people Add to ...

A Claymation bear gobbles up all evidence that a young person tipped off police to a peer selling drugs. The bear is then hacked to pieces, and the bloody remains are bulldozed and catapulted into a black hole.

Toronto Crime Stoppers is concerned about the rise of crime in area schools, and the cartoon violence is meant to connect with young people who could help the group combat it. The video is part of a campaign launched this week for Crime Stoppers by advertising agency DDB Canada and its digital-focused agency Tribal Worldwide Toronto.

The campaign is designed to reach teens and pre-teens who are most active on social media. It includes YouTube videos, and a Tumblr page with images all sending the message that the service will protect the anonymity of those who call with tips on criminal activity.

While some of the attempts to speak to young people fall a little flat (one image on the Tumblr page references a Carly Rae Jepsen hit, and reads “Here’s my number so, call me definitely” with the Crime Stoppers hotline number) the point is to use humour to reach a demographic skeptical of advertising, the agency explained.

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