KINGSTON, Jamaica — Tips to Crime Stop have increased by a massive 66 per cent in two years, the result of an innovative social media revamp by the police that is luring more Jamaicans to participate in the crime-fighting process while contributing to a push back against the destructive ‘Informa fi Dead’ culture.

A key figure behind the initiative, Deputy Superintendent of Police (DSP) Shaunjaye Mitchell, former head of social media and digital content at the Jamaica Constabulary Force (JCF), said the campaign is rebuilding trust between the police and the public that has suffered decades-long erosion.

“Statistically, based on the seismic increase in the number of tips flowing into Crime Stop (Jamaica) we can say it is having a positive impact on how people feel about sharing sensitive information with the police. And even if we look at it anecdotally by looking at the positive online engagement and how people feel about their police force now, it is certainly having a positive impact on the ‘informa fi dead’ culture,” DSP Mitchell told Observer Online.

A screengrab of a JCF social media post encouraging Jamaicans to report illegal guns, gangs and gunmen.

Crime Stop received a total of 1,134 tips in 2023 compared to 685 in 2021.

Since the start of 2022, the JCF has utilised satire across its social media platforms to send strong, comedic messages encouraging people to be more involved with crime-fighting and more open to providing anonymous tips and reports to Crime Stop.

“The shift in the direction of the Guns, Gangs and Gunmen campaign started in 2022 (1,148 tips), where you can see a significant difference in the number of tips received when compared to the previous year,” DSP Mitchell said.

A screengrab of a JCF social media post encouraging Jamaicans to report illegal guns, gangs and gunmen.

According to statistics provided, Crime Stop tips resulted in 77 arrests in 2022 and 39 arrests in 2023. It also resulted in the seizure of 77 firearms in 2022 and 44 in 2023. Gunmen, gangs, wanted men, and lottery scammers account for the areas the police receive most tips.

Crime Stop also paid out a record breaking $10.2 million in rewards for tips received last year.

DSP Mitchell said the revamp has also reaped tremendous growth, engagement and reach for the JCF. He pointed to one of the force’s most successful social media campaigns — Wanted Wednesdays.

A screengrab of a JCF social media post encouraging gangsters to report rivals.

Wanted Wednesdays is a weekly social media feature in which the JCF shares photos of individuals on the wanted list, usually in a comedic fashion utilising social media trends and popular music.

A single Wanted Wednesdays post reaches over 100,000 people on average on a weekly basis.

“The turnover rate for persons captured, having been featured on Wanted Wednesdays has been good. For every four persons posted on Wanted Wednesdays, we capture or arrest one each week,” DSP Mitchell said.

A screengrab of a JCF social media post using humour to encourage Jamaicans to report illegal activities.

Noting that the culture is “certainly changing”, DSP Mitchell said he could not attribute the success to any single campaign or initiative but instead tied it into the broader overall strategic objectives of the JCF.

“It’s the collective effort of the Jamaica Constabulary Force,” he said.

He further noted that the shift in communication represents an overall buy-in from the entire constabulary force, hence its widespread success.

“In fact, the JCF last year won the PSOJ’s Marketing Excellence Award, outclassing numerous corporate entities. It’s all about brand JCF being an impactful organisation that delivers professional service to all who we serve,” he said.

But while the new vibrant social media campaign has been decorated with humour and cheer, it has also brought with it some scrutiny. However, the officer was not concerned about a negative impact on the brand of the JCF.

“The media strategy is one that the JCF embraces and it has in fact positively impacted brand JCF. Putting a human side to organisation and as such, making it more palatable for our audiences. The brand is all the better for it with our citizens believing in OUR police service,” he explained.

In 2023, Jamaica saw a reduction in all major crimes, with murders down by 7.8 per cent, shootings down approximately six per cent, and rape, robbery, and break-ins down between 12 and 17 per cent. In fact, in 2023, Jamaica recorded its lowest level of crime in more than 22 years.