Sexual Predators Campaign

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2023

For many years, the Miami-Dade Police Department (MDPD) primarily used newspaper campaigns to try and locate sexual predators and offenders that have failed to register or re-register in the state of Florida. However, with the marketing landscape continually shifting and residents consuming media in different ways, MDPD determined that there was a need to completely rebrand the campaign and employ new media tactics to inform the general public of this important message. Residents needed to be more aware of where to search for information regarding sexual predators and offenders living in neighborhoods. MDPD also wanted to encourage residents to take a more active role in submitting tips to locate wanted fugitives. MDPD partnered with the Communications and Customer Experience Department (CCED) to create a first-of-its-kind public awareness campaign for its sexual predators’ message. This multi-lingual, multi-media campaign generated nearly 13 million web banner impressions, nearly 14 million outdoor impressions, over 16,000 impressions through Search Engine Marketing, and 1.5 million impressions on social media in September of 2022.