The Tent Watch campaign was built around the idea that festival goers can look out for themselves and each other, without the need for increased security, which would take away from the festival experience. This idea was the focal point of our strategy as festival goers are inherently more open, and reactive to ideas that appeal to intrinsic values, rather than a campaign based around fear.
Through signage, tent tags, a main stage animation, and a troupe of Mischief Marshals giving advice to campers, Tent Watch became a service that utilised the festival spirit to lower theft from tents whilst creating a scheme that every festival goer could enjoy and be a part of.
Therefore, by using famous song lyrics that referenced the messages of the campaign, we created a community of festival goers looking out for one another on the campsite.
In 2014 we lowered reported thefts to just 3.
In 2015 there was 1.