Instagram - The 112 Sticker
2025 Advertising
Brand
Instagram
Recognition
2025 - New York Festivals / Silver
2025 - Busan MAD STARS / Finalist
Role
Account Executive
Instructor
Sungkwon Ha
Problem
Many people witness crimes but choose not to report them due to fear of retaliation from criminals and the inconvenience of complex reporting procedures.
Insight
While they may not contact the police, many still record the crime scene and upload it to their Instagram Stories.
Idea
Instagram partners with the City of London Police to create a system where adding a "112 Sticker" to an Instagram Story instantly and automatically reports the incident to the police while simultaneously sharing it with the public.
[Problem]
In London
many crimes occur even in plain sight.
People often record them on their smartphones,
but unlike in the past, they no longer report them immediately.
They fear retaliation from the criminals,
and the complicated reporting process feels burdensome.
Ultimately, this negatively impacts the arrest of offenders.
[Insight]
We discovered that while people
who witness crimes may not report them to the police,
they often upload footage of the crime scene
to their Instagram Stories.
We used this insight to create
a simpler and easier reporting process.
Introducing
'The 112 Sticker'
[Idea]
Instagram has now partnered with the City of London Police
to create a fast and effortless crime-reporting system.
All you have to do is add the newly designed
112 Sticker when uploading your Instagram Story.
This sticker automatically captures
the location and exact time of the incidents
critical information for any criminal investigation.
Stories shared with this sticker are also shown to others
who were in the same place at the same time,
encouraging them to share their own footage as well.
From school violence and wildfires to traffic accidents and hate crimes, the police can collect all the evidence they need in one streamlined process.
This is how the newly launched
The 112 Sticker
is set to completely transform the way
crimes are reported.