:: adgruntie :: Steal this wallet

+ How do you get cynical urban kids to carry a hotline phone number for Crimestoppers, an independent crime prevention charity? Tell them to nick it.

Crimestoppers, an independent crime prevention charity, placed 900 black wallets emblazoned with the words "nick me" on the streets outside schools in London boroughs last month, hoping local youths who can provide vital tipoffs about crimes would pick them up.

The wallets contained swap cards featuring three caricatures, the Gun Man, the Steamer and the Dealer, along with a message that Crimestoppers was independent of the police and could be contacted anonymously.

And the "urban discovery" strategy proved a roaring success, according to advertising agency Quiet Storm, which distributed the wallets in the London boroughs of Haringey, Southwark, Brent, Hackney and Lambeth.

"The kids were liking it so much one ended up stealing the [distribution] guy's bag," said Trevor Robinson, the managing director of Quiet Storm.

Definitely a different idea. I'm not sure whether it's a good idea though in reinforcing that it's ok to steal.