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Crime Stoppers Toronto 2020 Launch & Re-Brand at TPS HQ

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Published on Jan 6, 2020

No longer will Toronto Crime Stoppers (TCS) be offering reward money for tips to individuals.

As part of its rebranding strategy, those payouts are been replaced with a program that channels the organization’s funding efforts back into the communities they serve across the city through a new Community Reward Program.

The announcement was made on January 6 at police headquarters at an event to mark International Crime Stoppers Month, which was proclaimed by Mayor John Tory.

Last year, TCS engaged a brand marketing firm, The Community Agency, to assist in revaluating its program and looking at ways they can have a greater impact in the community.

“We analyzed our reward payouts over the last number of years and what we found was that only 17 per cent of those who submitted successful tips actually came forward to collect their cash reward,” said Sean Sportun, the Chair of the TCS Board. “We also took notice that 50 per cent of our on-line tipsters were selecting the ‘no’ option for the ‘are you interested in receiving reward’ question.

“As we strategized possible ideas, we began to realize there was an opportunity to possibly benefit the entire community. Perhaps if tipsters were not claiming cash rewards for themselves, they may be motivated to claim for the good of the community. After speaking to community members about a new forward-thinking strategy, the consistent response was clear and this is individuals believed that doing the right thing is its own reward,” he said.

Community members can now complete an online application on the Toronto Crime Stoppers website, 222tips.com/reward, with their ideas or requests.

“Our Board of Directors is committed to carefully review all applications that are submitted and will select those initiatives that fit within our mission of community safety throughout the calendar year,” said Sportun. “We believe that a program benefitting the greater good is more suited to the type of individuals who come forward rather than individuals who are motivated by monetary benefit.”

Mayor John Toronto, who is a member of the Toronto Police Services Board, said the rebranding is ‘in keeping with the times’.

“I think it is going to give more people more opportunities to access this program and provide more benefits to people,” he pointed out. “We need increased involvement on the part of the public in helping the police if we are going to keep the city safe.”

Deputy Chief Peter Yuen said the rebranding is a new beginning.

“It actually speaks to three of our goals which are be where the public needs us the most, addressing complex issues and building partnerships to ensure safer communities,” he said. “I was there when the rebranding was launched in Glendower to see how this money is going to be reinvested into community partnerships to ensure the young people in that community have a safe and welcoming place. When the kids came after school and saw how their room was transformed to a room they can really enjoy, they were so happy. This is where we need to invest. It’s great if we can make them understand at a young age that there are people who care for them.”

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