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Protecting Our Communities Through Public Engagement

U.S. Department of Homeland Security “If You See Something, Say Something®” Campaign

The U.S. Department of Homeland Security’s (DHS) national “If You See Something, Say Something®” campaign is designed to increase awareness of suspicious activity and inform the public of the importance of reporting suspicious activity to local law enforcement.

DHS See Say Logos
 

Project Mission

Since 2010, LMD has worked with DHS on this campaign to engage the public in playing an active role in keeping America safe.

What We Did

LMD works closely with DHS to create, implement, and monitor a national, integrated outreach campaign that includes PSAs, media across multiple channels, and a partnership program.

Activities & Deliverables

  • Marketing and outreach strategy
  • Media strategy, planning, placement, optimization, and reporting
  • Partnership strategy
  • Graphic design for print, radio, outdoor/transit, cinema, digital, and online materials
  • TV and radio PSA concepts and scripts and oversight of talent casting and production of the spots
  • Spanish campaign materials, including translation, talent casting, and production
 

Communicating That We All Play a Role

The “S4” campaign has evolved over time to reflect DHS’ interest in engaging communities. LMD’s early campaigns used messages that emphasized an individual’s responsibility to report suspicious activity. With DHS’s guidance, the campaign has shifted more recently toward messages that communicate that keeping our communities safe is a role shared by private citizens, as well as businesses, law enforcement, and public safety officials. LMD developed the “Protect Your Every Day” campaign theme, which uses images of “everyday people”—first responders, teachers, business owners, and others—in contextual settings to demonstrate that, wherever we live, work, or play, we all have a role in reporting suspicious activity.

S4 poster
 
S4 website
 

Delivering the Right Message at the Right Time

LMD’s outreach strategy uses a variety of external marketing communications channels, including print, radio, TV, outdoor/transit, cinema, digital, and online media, to deliver the campaign’s message when it will be top-of-mind. For example, we’ve used tactics such as gas-pump toppers and airport dioramas to raise campaign awareness among commuters and travelers.

 

Engaging National & Local Partners

Strategic partners help the campaign increase its reach and visibility—and get the attention of key target audiences. LMD’s partner strategy enables DHS to engage with state and local partners, as well as important industry verticals, such as hospitality, sports, transportation, and academia. For example, we created TV PSAs using actual sports officials from NFL, NHL, and MLB, as sporting events are soft targets for suspicious activity. LMD also developed a PSA for colleges and universities to challenge students to raise awareness of suspicious activity and get involved in keeping their campus communities safe.

S4 photos
 

$53M

of donated airtime received

328,084

TV and radio airings

261:1

TV ROI (industry avg. is 4:1)

42:1

Radio ROI (industry avg. is 4:1)

 
S4 Fireman
 
S4 Ad
S4 Ad
S4 Ad
 
S4 Billboard