During the summer of 2018, the City of Hattiesburg saw a spike in auto burglaries - with 78-80% of the burglaries occuring when the vehicle was left unlocked. 

For this reason, Hattiesburg Police Department launched a comprehensive public service announcement campaign asking citizens to "park smart," by removing valuables from plain sight, locking vehicle doors and removing the keys. 

The comprehensive campaign included well-branded social media posts, news media attention, digital billboards and business cards/fliers/door hangers for use while officers were out on patrol. 

This campaign is considered an ongoing success due to seeing a drop in auto burglaries with doors left unlocked, and will continue into the 2019 summer with steadfast communication efforts inclusive of video and radio. 

Creative direction came from a need to keep the police departments logo/patch as a signifier that this campaign was a safety message with credibility, but be used in a clean approach to sharing direct messages. 

Overall, "Park Smart: If you love it, don't leave it." is a very direct approach to reminding citizens to remove valuables, lock the vehicle and take the keys. Secondary graphics were also used composed to directly communicate those three points individually.