“Puffing” your car – or leaving it running unattended – is illegal in Colorado. Every year, Coloradans Against Auto Theft (CAAT) joins forces with law enforcement and community partners across Colorado for “Puffer Week,” a statewide campaign that reminds drivers of the risks and consequences associated with puffing their car. This year, Amélie created “Thiever,” a fake mobile app for car thieves to scope out their next steal, as a new, fun way to engage with Colorado drivers about auto theft on social media. Modeled after popular dating apps, Thiever is comprised of profiles of the top stolen cars in Colorado, encouraging thieves to “swipe right,” or steal one of the cars. The week-long campaign resulted in 323,333 social media impressions, and Facebook posts received 30 times more engagement compared to evergreen content. Moreover, the campaign was featured in 49 news stories from media outlets across the state, garnering over 2.2 million earned media impressions and further educating the community about how attractive puffer cars are to thieves.
Digital advertisement created by Amélie, United States for Coloradans Against Auto Theft, within the category: Public Interest, NGO.