Property crime accounts for 96% of crimes in Newport Beach, California. The majority of thefts in the city are of high-end designer purses. To educate residents about the importance of securing their valuables, we developed "The Stolen Collection" campaign. The campaign featured male models posing as crooks with stolen designer items. Following the campaign launch, property crime was down to its lowest point in 35 years. The campaign won the 2015 Golden Hub of Innovation Award for reducing crime and saving taxpayer dollars.