Putting the Public in Public Safety: Nudging a Safer Community   [open pdf - 5MB]

From the Thesis Abstract: "The research builds on successful nudge campaigns in the United States and the United Kingdom, including positive results in both the public and private sectors. Traditional crime prevention messaging approaches may have limited success. They typically reach individuals and communities who have already been exposed to straightforward public safety or crime prevention information messages from law enforcement. Based on the results of the Denver Police Department's nudge campaign--the process, analysis, and results of which are presented in this thesis--it is evident that social media marketing campaigns can be cost effective when compared to customary marketing approaches. Specifically, when it comes to the typical methodology many law enforcement agencies use to engage with community members, such as flyers, neighborhood meetings, and posts on social media platforms, a professional marketing 'nudge' campaign can enhance engagement, reduce preventable crimes, and increase overall public safety. This thesis looks at the use of 'nudge' marketing strategies as a tool for local law enforcement to incorporate into their proactive approaches in reducing preventable crime in their communities. The thesis draws from research on branding and marketing to implement a study examining the identification, development, and testing of various nudge campaigns that span multiple diverse geographical neighborhoods."

Public Domain
Retrieved From:
Naval Postgraduate School, Dudley Knox Library: https://calhoun.nps.edu/
Media Type:
Cohort CA1805/1806
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