Combating the Rise of Smartphone Theft in Downtown Minneapolis

A staggering 162,000 smartphones are stolen or lost every day across the country. Community Blueprint teamed up with the Minneapolis Downtown Improvement District (DID) and AT&T to create the Be Aware: Protect Your Phone campaign, which was designed to educate teens about the smartphone theft and included ways to protect their smartphone. This multi-faceted public awareness campaign spanned across outdoor media, Facebook advertising and in-school promotions.

The Be Aware: Protect Your Phone campaign ads ran on the interiors of buses and light rail cars traveling in and around downtown Minneapolis, on the Twin Cities primary public transit provider, Metro Transit. Extending the campaign’s downtown reach, ads were placed in kiosks along Nicollet Mall in downtown Minneapolis. The campaign also included Facebook advertising, as well as a Twitter campaign that regularly promoted tips on how to protect your phone. As part of the campaign, DID and AT&T also launched a new website ( and hashtag (#phonesafety) to help spread the message to teens through social media.