SOURCE: ETA Advertising

ETA Advertising

December 09, 2015 09:00 ET

Taking Policing to the Next Level to Reduce Property Crime

Newport Beach Police Department Collaborates With ETA Agency on an Innovative Crime Prevention Campaign

NEWPORT BEACH, CA--(Marketwired - December 09, 2015) - Newport Beach, California is known for its coastal beach community and safe neighborhoods. In 2012, though crime was at a historic low, property theft accounted for 95.5% of Part I crimes. Of those property thefts, nearly 68% of burglaries, burglaries/thefts from vehicles and auto thefts were preventable, involving unlocked cars, unsecured homes, and unattended personal property.

"As a community, we can greatly decrease our property crime rates, and save taxpayer dollars by taking the extra steps to lock up our valuables, cars and homes," said Chief Jay R. Johnson. In 2012, the approximate cost to the community to report and investigate property crimes totaled over $10 million dollars.

To reduce property crimes and raise awareness without giving the perception the community was not safe, the Newport Beach Police Department needed an innovative and creative way to communicate with members of the community. With those two objectives, the NBPD partnered with public relations and communications firm ETA Agency to create an award-winning multimedia advertising campaign, "The Stolen Collection." In keeping with the objective to reduce the costs of property crime, the NBPD used narcotic asset forfeiture funds to pay for the campaign, rather than using taxpayer dollars.

"The goal of the campaign was to help educate and remind the community to simply lock up their valuables," said NBPD Police Chief Jay Johnson.

The Stolen Collection featured models posing as thieves with luxurious stolen items. The campaign was photographed in a style of fashion advertising and launched with a runway fashion show attended by Newport Beach Police Chief Jay Johnson, Mayor Keith D. Curry, and the media. A designated website,, was also built for further media inquires that included custom crime infographics and a behind-the-scenes video.

A press release announcing the campaign's launch was picked up by local news stations, over 100 publications nationwide, and included feature stories in the Los Angeles Times and the Orange County Register. In 2014, the first full year after the campaign began, Newport Beach experienced an 11.7% decrease in property crimes compared to 2013. Simple Theft/Larcenies were down 16.7% for the same time period.

In addition to the overwhelming community support for this tasteful and professional education campaign, the Association of California Cities Orange County awarded the Newport Beach Police Department the 2015 Golden Hub of Innovation in the Public Safety category for "The Stolen Collection" campaign.

ETA Agency is a full-service advertising and marketing agency known as a resource for solid creative solutions, with excellent credentials and outstanding business integrity. ETA is highly attentive to client needs, timeframes and budgets, and has extensive experience working with both the public and private sector.

The following files are available for download:

Contact Information

  • ETA Agency is led by retired Long Beach Police Officer, Cindy Allen. For information on how ETA can help your city create a unique crime prevention campaign contact:
    Cindy Allen
    (562) 499-2305