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BACKGROUNDCHAPTER 8FIGHT CRIME PUBLICITY STRATEGY8.1 The Publicity Sub-Committee (PSC) formulates the strategy for theFight Crime Publicity Campaign, which starts in early summer every year.The strategy, which usually embraces one or more themes targeting prevailingcrimes and/or areas of major community concern, will be implemented by thePSC following the endorsement of the Fight Crime Committee.REVIEW OF THE 2003-2004 CAMPAIGN8.2 The 2003-04 campaign was accorded a major campaign status witha budget allocation of HK$1.6 million.8.3 Anti-deception was made the first theme of the campaign with theslogan ”Beware of street deception”. Back in 2002, the PSC produced apopular radio programme jointly with Radio Television Hong Kong (RTHK),which appealed to senior citizens to watch out for unscrupulous persons makingdubious offers in buying and selling electronic parts and medicine as well asbogus services of spiritual treatment, etc.8.4 Building on the success of the radio programme, during the year2003-04, the PSC continued to co-operate with RTHK to produce aneight-episode TV drama series “City Swindlers” to expose tricks employed invarious disguises. The TV series was so successful that, according to findingsfrom ACNielsen, each of its eight episodes attracted as many as 1.3 millionviewers aged four and above. The episodes were later re-produced into CDsfor distribution to community centres and homes for the aged, etc.8.5 The campaign message was reinforced by other publicity itemsincluding TV and radio Announcements in the Public Interests (APIs), posters,newspaper advertisements and outdoor advertising in an all-out drive to call onthe community to stay alert.8.6 In response to the rising number of “quick cash crimes” such aspickpocketing during the first few months of the year, the PSC madeanti-miscellaneous thefts the second theme of the campaign with the slogan"Take good care of your belongings” and a publicity package was launched inlate October to remind people to always keep an eye on their personalbelongings.126