Shoppers caught with stolen merchandise could find their faces flashing every six minutes on 11 plasma-screen monitors in the Staten Island Mall. The first-of-its-kind program, which will initially feature five convicted Staten Island shoplifters, will run through Christmas.
"I wanted to do something just to warn people who might have ideas about shoplifting," said Staten Island District Attorney Dan Donovan, whose office created the program. "With economic times hard, more people might consider doing this. We just want people to be forewarned."
Donovan worked with NYC-based Adspace Digital Mall Network to create the 15-second ad, which will run between pitches for stores around the two-story mall. Adspace sells ad space for this purpose at a 50% discount because it’s a public service. Assets forfeited by local criminals covered the cost of the ads.
This rogues’ gallery could grow to include anyone arrested and convicted in the upcoming weeks. Donovan said, "We can put more people up, take more people down," The intent is not to stigmatize the thieves, but remind the estimated 1.3 million shoppers who will visit the mall between now and the end of the holidays of the crime's consequences.
Retailers have employed the Adspace full-motion, audio/video digital network of Smart Screens for targeted, POP ads. Eight-ft.-tall enclosures encase 64-in. plasma screens in a portrait format.