Great results in sniffing out criminals

Felton Design asked us to work on headlines and copy for the first ever scratch and sniff mailer. The challenge was that cannabis itself is often seen as harmless. So our message focused on the gun crime and worse that cannabis farms attract to residential neighbourhoods. With the novelty factor of a scratch ‘n’ sniff card to draw readers in!

What we did

  • Created headlines and concepts for the mailer, poster and card. We worked closely with the designer to make the image and words work effectively together.
  • Wrote copy for the mailer, letter, case study and card. The challenge was to highlight the dangers of an activity which on the surface seems relatively harmless to neighbours.
  • Crafted the submission for Design Effectiveness awards. We've worked with Feltons for years and regularly help them with their own promotions and presentations as well as the client stuff.


  • 5% increase in intelligence logs on cannabis cultivation to West Midlands Police..
  • £2.1 million worth of plants seized by the Met police.
  • 1500 more drug-related reports than in the same period in the previous year.
  • 24% rise in traffic to Crimestoppers website.
  • 97% increase in Crimestoppers Twitter followers on the week before the campaign.
  • 63% increase in calls and online reports to Crimestoppers about drug cultivation.

For over 20 years Richard has generated ideas and structured messages for us… and he’s pretty good with words too.

Roger Felton
Felton Design