Mayor Menino and Commission Davis Announce Major Initiative toCombat Violent Crime by Revitalizing Anonymous Crime Tip Hotline Boston is first city in nation to allow for Anonymous Tips to be sent by Text Message BOSTON – Boston Mayor Thomas M. Menino and Boston Police Commissioner Ed Davis unveiled today a major effort to revitalize the city’s anonymous crime tip hotline, known as Crime Stoppers, through a targeted advertising campaign and by adding the ability for citizens to text message an anonymous tip to police. Boston is the first city in the nation to give it citizens the ability to submit an anonymous tip from their phone by text message. “The city’s anonymous tip line is safe, secure and effective – but far too underutilized,” said Mayor Menino. “Today, we’re launching a major effort to revitalize this valuable tool with new energy, new purpose, new technology, and new advertising.” “With the increased awareness of the tip line and the added option of sending a tip by text message, we hope that those who have always wanted to do the right thing, but have not spoken up for fear of reprisal, will help us,” said Boston Police Commission Ed Davis. “We need information. We need help. If you won’t talk directly to the police, please tell us what you know by calling 1-800-494-TIPS or by texting the word “TIP” to CRIME -- 27463.” The Crime Stoppers tip line (1-800-494-TIPS) has been in place in Boston for over a decade. It allows citizens that have information about a crime to report it to the police anonymously. The addition of an anonymous text function, which will be the first of its’ kind in the nation, is aimed directly at giving kids a channel to use that is familiar and discrete. The text tip line will enable those that prefer texting to talking to speak up safely, immediately, and anonymously through their mobile phone. According to CTIA, mobile users sent 18.7 billion text messages in the month of December 2006, up 92% from 9.7 billion messages in December 2005. Text messaging is the preferred channel for many teens and those in 18- 24 old demographic. More than 70% of young adults (18-24) and close to 60% of teens (13-17) send text messages every month (M:Metrics). The advertising campaign features a picture of a large police badge with a message engraved on the badge. “You are not right to remain silent” is the message in the signature execution followed by text that reads, “Fight crime 100% anonymously. For yourself. For your neighborhood. Text the word “TIP” to CRIME (27463) or call 1.800.494.TIPS.” The media vehicles for the advertising are outdoor, transit and radio. The outdoor executions will appear in bus shelters and street level stands in those neighborhoods with high crime rates and will run for 3 months. The transit executions will appear in subway cars, platforms, and inside buses during the same time frame. The radio spots are 60 second executions and will run as PSAs on stations broadcasting across Boston. The advertising campaign was created and the mobile Text a Tip program was developed on a pro-bono basis by Boston-based national advertising agency Hill, Holliday. Wall generously donated the space for the bus shelters and the MBTA and Titan Worldwide donated the transit advertising. VeriSign enables the mobile messaging application. ** IF YOU WOULD LIKE JPEGS OF THE CREATIVE, PLEASE PUT IN A REQUEST TO BPD MEDIA RELATIONS.