Design Strategy
Helping to Deter Crime in Boroondara A proposal to Boroondara Neighbourhood Watch
Triple Sarah Sordelli Selina Ross Shean Cortes
Contents
5 Introduction 6 Stakeholders 7 Communication Statement 8 Strategy To Respond 9 Key Information 10 Map 12 Key Information 13 What Does The Audience Need To Know 14 What Media Is Being Used Now 16 Key Research 17 Observational Research 18 Persona 19 Customer Journey Map 20 Case Studies 22 Recommendations 23 References
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Neighbourhood Watch is a community based crime prevention program, which aims to advance the value of life within a neighbourhood by reducing preventable crime and promoting faster community ties.
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To educate the public to be better prepared and minimise their chances of being a target of crime.
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Stakeholders
Boroondara Neighbourhood Watch Neighbourhood Watch is a community based crime prevention program, which targets to advance the value of life within a neighbourhood by decreasing preventable crime and promoting faster community ties. The platform relies on the community and the Police working as one in a partnership to accomplish these goals. Neighbourhood Watch is a partnership with the police, they work together to minimise the risk of crime to the public through prevention.
Mission Statement: To be a vibrant, inclusive and effective organisation that improves the safety and security of community life across Victoria. They do this by supporting our members and partners in promoting crime prevention, resilient communities and social inclusion.
Objectives: - Reduce the fear of crime. - Minimise the incidence of preventable crime. - Improve the degree of personal and household security through education. - Deter criminal activity by increasing the probability of apprehension. - Increase the reporting of crime and any suspicious behaviour. - Expand the program’s involvement in wider community safety and crime prevention initiatives.
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Communication Statement
To create a program that provides the people; skills and knowledge to protect themselves and reduce crime in the area of Boroondara.
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Strategy To Respond
To create an app and a series of events that would offer education around preventable theft. The main feature of the app would use the camera on the phone to highlight areas around a house and car that are vulnerable to crime, and offer suggestions on how to make more secure.
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Key Information
Property Damage 11.4% Assault 35.9% Justice Procedures 36.7%
Up by 66.8% in 10 years
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Map
349
violent offences in Boroondara during 2014 and 2015.
2888
crimes against property in Boroondara during 2014 and 2015.
182
drug offences in Boroondara during 2014 and 2015.
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Key Information In 2014-15, out of 79 Victorian local government areas, Boroondara was ranked:
57.5% of Victims of property & deception offence (93,176) were more likely to be males.
- 2nd lowest rate for violent crimes
- 9th lowest rate for drug crimes
- 24th lowest rate for property crimes
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What does the audience need to know?
To have more awareness of how to prevent crime in their daily routine. For example; not leaving valuable belongings visible in the car. Providing them access to platforms of readily available information.
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What Media Is Being Used Now Facebook Page
Online Brochures
Website
Prevent Crime Page
About Page
Contact Page
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Brochure
Website
About
About
About
Designed well
Designed well
Designed well
Contact
Contact
Contact
Phone/address
Phone/address
Phone/address
Accessibility
Accessibility
Accessibility
Volunteer Information
Volunteer Information
Volunteer Information
Link to website
Link to website
Link to website
(Online)
(Online)
(Online)
(Contact box)
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Key Research A survey conducted by the City of Boroondara in 2012 revealed that women and older respondents were less likely to feel safe in the three different areas around Boroondara at night:
75.8%
60.8%
Felt safe at Boroondara’s shopping precinctsat night
Felt safe on Boroondara’s public transport at night
40.6% Felt safe at Boroondara’s parks at night
52.5%
12,799
of women have been a victim of a crime against the person, making up 52.5% of this offence categoty.
of women aged between 25 to 29 years old reported the crime. They were seen as the most at risk age group.
38 was the average age of female victims of crime.
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Observational Research In the area of Hawthorn, Boroondara only 2 Neighbourhood Watch signs were found. These signs contain no information other then to display the presence of a Neighbourhood Watch within the suburb.
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Persona
Primary Persona Location: Hawthorn Occupation: Student Personality: - Outgoing - Friendly - Talkative - Bubbly - Loud - Caring
Young Female Resident Renata Smith, 22 Renata has just recently moved to the Boroondara area. She moved there to be closer to her university and not have to travel so far everyday for her classes. She loves to go out with her friends out late at night to bars, clubs and other social events in her old area which was a well known safe area so she had no worries. Although she knows the Boroondada area is known to be safe as well she is still of course unsure and unfamiliar with the surrounding area and would like to be updated in some form of the ongoings of her new surroundings through social media.
“I want to live in an area that is safe and I have options to keep myself safe whenever I am out with my friends”
Secondary Persona Location: Glenferrie
Neighbourhood Watch Volunteer Albert Gillis, 67
Occupation: Retired
Albert has lived in the Boroondara area for more than 30 years. He is now retired and volunteers as a local Neighbourhood Watch for the past 5 years in his spare time when he’s not looking after his grandchildren.
Personality: - Sociable - Caring - Talkative - Helpful - Leader - Generous
“I want to give back to my area by keeping it safe and doing my part in what I can do in helping the community in some way”
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He volunteers because he wants to assist in any way to keep his grandchildren and the surrounding community feel safe. Despite living and assisting in the community, Albert would like to be updated in some form of the ongoings of the community through social media.
Customer Journey Map
Discovery
Touchpoints
Research
Media
How does the user Methods used to Where do they go hear about what find information to find information happens with the Neighbourhood watch?
Word of Mouth
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1
Phone
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Social Media Events
Primary Persona
The User is trying to find out more information on what local events is happening and help them be more aware of their new area.
Secondary Persona
The User is trying to find out more information on what upcoming local events is happening and wants to take part in volunteering in the events.
How the information is received
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2
Website
Information Delivery
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1 Locals and brochures handed out in the local supermarket.
2 Website but has too much information and not the information she was looking for. There is no number to call.
3 Social media link from the website has not enough information.
4 User attends the events to learn more and volunteer in the event.
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Case Study - Local
Help Yourself! The Help Yourself campaign by Victoria Police focused on the prevention of crime by educating the public on how to protect their belongings. The aim was to prevent more people becoming a crime statistic by unlocking tips to protect their stuff. Â The Help yourself campaign helps reduce the problem of preventable theft from: - Cars - Homes - Personal belongings It does this through: - Interactive games detailing at risk areas of entry for thieves. - Fact sheets with checklist of reducing risk for crime for cars and homes. - Videos that offer information about theft. - Tips and tricks. - Downloadable resources. This case study relates to our strategy through: - The education of the general public in crime prevention. - Preparing the general public for theft. - Meeting key objectives of Boroodara Neighbourhood Watch, such as minimising the occurrence of preventable crime. These benefits relate to the client as: - Having a education campaign would help to reduce crime in Boroondara. - Make the public feel safer and more comfortable in the community. - Preparing the general public on a specific crime. - Making the general public more aware of crime. - By being secure with their homes, cars and belongings the community feel less at risk of crime. Â
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Case Study - International
The Texas Crime Stoppers The Texas Crime stoppers use three key steps in the aim of the reduction of crime and the arrest and conviction of criminals and fugitives state-wide. - A reward system that pays for information or charges filed on persons involved in crimes.
- Selecting an unsolved crime of the week featuring an re-enactment of the crime on nightly television news, broadcast, radio spots and newspaper articles. - Complete anonymity. A reward system works to reduce the amount of crime in the state of Texas by: - Giving the general public a incentive to pay attention to their surroundings and report any crime they witness. - Encouraging reluctant callers to provide information.
This case study is related to our strategy as: - They have a similar issue in needing to reduc crime, but have come up with smart and engaging ways to get the general public involved. - Educates the general public on current crime and gets them involved in the prevention. - Easy to engage with and participate in the conviction of criminals.
- Make the public feel safer and more comfortable in the community knowing they helped in the arrest of criminals.
These benefits relate to the client as:
- Leads to increased tips being reported and more information being given to police to aid in the investigation of crime.
- More of the general public would be engaged with Neighbourhood Watch.
A re-enactment of an unsolved crime of the week is successful in the arrest and conviction of criminals as:
- Meet key objectives of Boroodara Neighbourhood Watch.
- It helps jog the memory of the general public.
- The education of the general public in crime prevention.
- Gives Crime Stoppers and the Police a opportunity to find new witnesses by potentially reminding them of a incident that could have been the one featured.
- Help to reduce crime in Boroondara.
- Preparing the general public to pay attention to local crime.
- Complete anonymity allows for callers to give information in a safe environment without the risk of retribution.
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Recommendations
1. 2. 3. 22
The key reasons for adopting the design strategy were certain target audiences use digital platforms. As a result, we want to reach them using these digital platforms; facebook, instagram, twitter and more.
The next steps to be taken are to plan a program that is designed to inform the target audience with skills and knowledge to crime proof themselves and the area of Boroondara.
The strategy resolves the issue as the over looked audience gains the new knowledge which is now provided with the new program. The aim of the program is to gain knowledge to protect themselves and reduce the crime in the area of Boroondara using new methods to get the message across.
References
Information on NHW: Neighbourhood Watch. (2018). Neighbourhood Watch. Retrieved 8 March
Texas Crime Stoppers. (2018). Texas Crime Stoppers. Retrieved 27 March
2018, from http://nhw.com.au/
2018, from https://gov.texas.gov/
Neighbourhood Watch. (2017). Victoria Police. Retrieved 8 March 2018, from http://www.police.vic.gov.au/content.asp?Document_ID=57 Images: Neighbourhood Watch Victoria (2017). Neighbourhood Watch Australia. Retrieved 8 March 2018, from https://nhwa.com.au/jurisdiction/victoria/ Facebook. (2018). Neighbourhood Watch Victoria Inc Facebook. Retrieved 8 March 2018, from https://www.facebook.com/NHW.Vic/ Neighbourhood Watch. (2014). ABC Net news – Derrick Krusche. Retrieved 8 March 2018, from http://www.abc.net.au/news/2014-11-15/ neighbourhood-watch-sign/5893704
Persona: Portrait of a middle aged man. (2018). Rod McLean. Retrieved 27 March 2018, http://rodmclean.com/ Case Studies: Help Yourself! (2018). Help Yourself! Retrieved 27 March 2018, from http:// www.helpyourself.vic.gov.au/protect-your-stuff Textas Crime Stoppers (2018).Texas Crime Stoppers - Organisation. Retrieved 27 March 2018, from https://gov.texas.gov/organization/crimestoppers
Study Confirms What It’s Like To Walk Down The Street While Female. (2017). Kira BrekkeThe Huffington Post. Retrieved from, https://www. huffingtonpost.com.au/entry/street-harassment-survey_n_5445956 Boroondara Neighbourhood Watch hoping to return to its glory days. (2016). Greg Gliddon, Progress Leader. Retrieved from, http://www. heraldsun.com.au/leader/inner-east/boroondara-neighbourhood-watchhoping-to-return-to-its-glory-days/news-story/3894bb73d8de9fd629814 749a1a69acc Neighbourhood Watch. (2018). Neighbourhood Watch. Retrieved 8 March 2018, from http://nhw.com.au/ Facebook. (2018). Neighbourhood Watch Victoria Inc Facebook. Retrieved 8 March 2018, from https://www.facebook.com/NHW.Vic/ Neighbourhood Watch. (2017). Victoria Police. Retrieved 8 March 2018, from http://www.police.vic.gov.au/content.asp?Document_ID=57 Help Yourself! (2018). Help Yourself! Retrieved 27 March 2018, from http:// www.helpyourself.vic.gov.au/
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Triple Sarah Sordelli Selina Ross Shean Cortes