Campaign entitled 'Ruthless against robberies'
Minister Opstelten launched the campaign 'Ruthless against robberies' last Saturday night prior to the baseball match between the Netherlands and France. "The number of robberies dropped nationwide by 8% from 1386 to 1279. But it is still unacceptably high", according to Minister Opstelten.
In the campaign "Ruthless against robberies", a number of top sportsmen from Rotterdam, including Raily Legito who has played 249 international matches and basketball player Chip Jones speak out firmly against robberies. The campaign commercial clearly shows how differently life works out for an athlete and a robber. The target group is juveniles from Rotterdam in high-risk groups such as school dropouts, the unemployed and juveniles without a basic qualification.
The campaign currently focuses on the municipality of Rotterdam; the aim is to rollout the campaign in other municipalities with high robbery figures as of next year.
The campaign presents the target group juveniles with the question who they want to be: a top sportsperson who has decided to live his life positively or someone who leads the life of a criminal with all that that entails. The top sportsmen act as ambassadors for this campaign, serving as role models for the target group juveniles.
The campaign consists not only of commercials and posters but also has an active follow-up. Juveniles are challenged personally to participate in the campaign. Effective boards of initiative will be set up in the neighbourhoods. Members form their own core team and engage the support of a sports association with which they cooperate. Agreements are made with sports associations to acquaint the relevant target group juveniles with a sport of their choice for one year, so that the positive choice is actually experienced as such.