In response to the perception that violent street crime is a growing problem in Luxembourg, the government has announced a new slogan and campaign to deter would-be attackers.
The campaign, Letz Not Assault Random People, was developed by a committee whose members are experts in fields ranging from communications and marketing to public safety and law.
The members of the campaign committee were selected by a selection committee, although they were first nominated by a nomination committee. Another committee will meet in six months to analyze the effectiveness of the campaign.
“We chose ‘Letz’ for obvious reasons, and ‘assault’ because our advisor said it’s more legalistic and precise than beat up, knock out, or kick the shit out of,” said committee co-chair Daniel Amicablo.
“Letz Not Assault Random People is a cool, catchy way to stop aggressive or otherwise violent antisocial behavior before it happens,” he added. “We recruited some talented lycée students to turn the words into a fun rap.”
The campaign will consist of posters featuring the slogan alongside the faces of influential local figures including a Big Four tax partner who is well-known in certain circles, a former government minister, and an elderly couple who run a cafe in Mersch.
YouTube video ads will feature actors playing shady, violence-prone individuals on the verge of attacking a woman walking alone at night, but when they hear the rap song start to play, they instead decide to breakdance.
