Rainey Kelly Campbell Roalfe/Y&R has won the Home Office’s &£5m vehicle crime prevention account.
A Home Office spokesman has confirmed that Rainey beat J Walter Thompson to the account in a two-way pitch.
The campaign is expected to break later this year. It is likely to concentrate on addressing the fear of crime as well as urging people to take crime prevention measures.
It is part of Home Secretary Jack Straw’s five-year strategy to significantly reduce car crime, which accounts for about a quarter of all recorded crime.
Rainey chief executive Jim Kelly says: “Our new campaign will be very different from its predecessors. The challenge is to reduce the fear of crime but still keep the public on their guard against car criminals.”
Previous campaigns have attempted to scare property-owners into action with images of prowling hyenas or jackdaws.
Vehicle theft and theft from vehicles is one of the Home Office’s key crime reduction targets, along with street robbery and break-ins.
Rainey has also been shortlisted for the Home Office’s &£4m police recruitment campaign.