To bring the very real threats to the fore in people’s minds, we decided to ‘confront’ them on the streets. Flyers with factual statistics were distributed by promoters dressed like thieves and victims of fire or flood. Moreover, mannequin burglars were placed on balconies on prominent streets, looking like they’re breaking into the houses.

Promoters dressed up as thieves and fire victims were quick to grab attention and draw interest. Since they had a story, they were able to interact with the public while distributing the flyers.

Pedestrians passing by the fake burglar were also pleasantly surprised by the installation and some even called the police thinking it’s a real burglar in action. The burglar was featured in numerous newspapers and renowned marketing guru Martin Lindstrom covered it in his video report for Advertising Age.