D&AD BBC CrimeWatch

University Work // Year 3

This was my entry for D&AD for the BBC CrimeWatch brief, which was to design a way to keep people engaged with the programme outside of broadcasts, using the existing services. BBC CrimeWatch doesn’t follow a regular schedule and due to legal reasons the programme is only avaliable on catchup for a short time or not at all.

My idea had two parts;

1. Permanently integrate CrimeWatch with iPlayer

How will it work?
The CrimeWatch idents on the following pages will replace the current channel
idents shown before programmes on BBC iPlayer.

Utilise the ident/trailer space at the beginning of shows to keep the appeals and wanted people
on the users mind and allow them to reach people who may not have seen the episode. The
length would depend on the type of CrimeWatch ident (appeal, CCTV and wanted faces). For
safety reasons the CrimeWatch idents would not be shown on CBBC and Cbeebies players or
shows, for the extra protection the CrimeWatch idents could be restricted to shows that require
users to be a certain age. iPlayer notifications would be sent to the app users the day before
CrimeWatch would be shown on TV, the day of and when and how long it would be available on
iPlayer. Notifications can be easily disabled by the user preventing it becoming an annoyance.

Why will it work?
More people are using iPlayer and it is avaliable on more platforms so it would
reach more people

With the increase in the number of people using the iPlayer service and the range of devices that
it is accessed on proves that integrating CrimeWatch with iPlayer could work as keeping people
engaged with the show between broadcasts. Recent statistics show that there are varied age groups
using the iPlayer service and an equal split between male and female viewers.

2. Integrate CrimeWatch into the BBC News app

How will it work?
A CrimeWatch tab would be added to the existing app giving users continuous
updates if they chose to use the feature.

Integrating CrimeWatch into the BBC News app would have the information from the BBC
CrimeWatch website and the BBC CrimeWatch twitter account. The integration would be the
addition of a CrimeWatch tab at the top of the app that would blend in with the rest of the
app. It would also be a permanent option in the ‘my news’ section allowing people to make it
apart of their newsfeed. The integration would make use of the notifications that can be sent from
the BBC News app with the word CrimeWatch in all caps as the first line of the notification to
indicate that it is related to CrimeWatch. Notifications can be easily disabled by the user preventing
it becoming an annoyance to users.

Why will it work?
It would be a subtle change to an existing service that wouldn’t have a major
impact to how it is used but would engage alot of people outside the broadcasts


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