Although ADT is the clear national leader in home security systems, it faces serious challenges in some individual markets where local competitors advertise heavily and use aggressive pricing.

Challenge

• Reinforce ADT Security Systems' leadership in the burglar alarm category in markets where the competition does much more extensive local advertising and promotions

Strategy

• Build a pro bono campaign around the issue of abused women in three test markets

Execution

• Formed a coalition consisting of Police Department officials, the Mayor and the largest local women's shelter
• Branded the coalition's initiative: Abused Women's Active Response Emergency (AWARE)
• Donated ADT alarm systems and alarm pendants to ten women who had secured Orders of Protection against their husbands or partners
• Monitored these alarm systems 24/7, free of charge
• Urged the police to respond to alarms as "red alerts"
• Announced the AWARE initiative via a press conference attended by the Mayor, city officials, police officers, ADT and the local women's shelter

Results

• Generated coverage by network/local TV, radio, newspapers and law enforcement media
• Witnessed sales upticks averaging 13% in AWARE markets, as a direct result of the publicity and goodwill generated by the campaign
• Saved six lives… and still counting
• ADT and JGA were recognized in the White House by President Bush
• Rolled out the program to 25 additional U.S. cities