Author Archive

 

Robbie Hunter chooses to Change Lives

Mon, Oct 29th, 2012

One of our ‘sister’ projects, which is also sponsored by The Change a Life Trust, is an organisation called I Choose to Change a Life,  a turnaround programme that helps youngsters in conflict with the law to develop valuable leadership skills. The Valued Citizens Initiative (VCI) – launched ten years ago by Carole Podetti Ngono – lies behind this inspirational programme. Since 2001 VCI has trained more than 3 500 educators and 420 000 school children from 1 605 public schools across Limpopo, Gauteng, Free State and KawZulu-Natal. Its success lies in its ability to inspire children to respect positive values, take responsibility for their civic rights and abide by the rule of law.

Last Friday, our top South African cyclist, Robbie Hunter joined ‘wheels’ with some fellow cyclists and rode through Soweto in our awesome DNA Project cycling shirts to celebrate the remarkable achievements of six Soweto Primary Schools. This type of camaraderie is critical to the future of our country: and the rehabilitation of young offenders is an integral part of this process.

There are so many organisations doing great things – so many incredibly passionate people choosing to make a difference in our country. And every little bit counts. How do you create a forest? Start by planting a tree. Just one tree. I think the same goes for building up a nation – if we all just do something small, there is no limit to what we could achieve together.

Vanessa

Robbie Hunter with Change a Life cyclists donning our great shirts to raise awareness

Robbie Hunter with Change a Life cyclists donning our great shirts to raise awareness

More about “I Choose to Change a Life”:
iChoose to Change a Life selects youngsters with leadership potential from VCI’s youth diversion programme, which is supported by the Johannesburg, Wynburg and Randburg Childrens’ courts. In recent years there has been a shift from punitive criminal justice practices towards more rehabilitative options in South Africa. Of the 5 000 children whose cases are heard in SA’s courts each month, 1 500 are channelled into diversion programmes such as VCI’s. Young offenders aged between 13 and 21 are encouraged to develop a positive self-image, rebuild family relationships and learn communication skills and emotional intelligence. iChoose to Change a Life is a six-month leadership course focused on diverted offenders who have shown particular commitment and are inspired towards implementing positive change. About 30 youngsters complete the leadership course each year and are encouraged to launch their own anti-crime projects within their communities.

In South Africa an average of 13 000 children are arrested each month for crime. Continued exposure to victimisation, crime and violence has a marked impact on social development and for many young South Africans criminal behaviour has become normalised. In 2011 iChoose to Change a Life launched a series of Stand Against Crime clubs in vulnerable schools in Gauteng to raise awareness and encourage students to deal with issues around crime.

DNA Project cyclists taking to the streets of Soweto with Robbie Hunter

DNA Project cyclists taking to the streets of Soweto with Robbie Hunter

Impi Warriors fighting crime with science!

Tue, Oct 23rd, 2012

This last weekend I teamed up with a few ‘Impi warriors’ to compete in the Cape’s 2012 ‘Impi Challenge’ – a 12km extreme obstacle course challenge. We entered as “The DNA Project Team”, of course, and we rose to the occassion!

DNA Project Impi's rearing to go!

DNA Project Impi's rearing to go!

It was a great way to raise awareness for our cause and the work we do, whilst having some fun, experiencing some camaraderie, getting some exercise and taking ourselves out of our comfort zones — and I am not just talking mud here – I am talking launching off high platforms into dams, climbing impossibly high structures without safety nets and crawling through tunnels filled with water with a few inches of air in which to breathe.

Although the work we do as The DNA Project largely focuses on crime, which is such a negative aspect of our country, it also brings us into contact with the best side of our nation — our gees!

We don’t have to always dwell in the negative — we need to be constructive about how we are going to take action about a situation we do not like — in some ways the approach we had to take this weekend, as a team, when facing each of the obstacles we had to overcome in order to move forward. You can either throw your ams up and say I can’t do it and turn back, leave or lie down and wait for someone else to do it, or you can mount those obstacles together — because trust me you need a team to do it! And at the end, you will overcome those obstacles; they will be challenging, but they are not insurmountable.

Vanessa Lynch being branded before the start!

Vanessa Lynch being branded before the start!

Some people often ask me if I think we will ever have DNA legislation in this country; or if I think we will ever have the capacity in South Africa to cope with the demand in DNA profiling that legislation will impose on our forensic labs, if the legislation is passed; or whether our first on crime scene responders will ever learn the value of preserving a crime scene. My own mother once asked me if I thought I was farting against thunder! Well, my answer to that is that I must fart very loudly! Because I do believe these changes will happen and I do believe they are happening right now. And if we all take a page from the Impi warriors book, if we keep focused, stay together, be prepared to face the challenges and still keep a sense of humour — then anything is possible!

And coincidentally, Impi by Johnny Clegg’s band Juluka, was my father’s all time favourite song.

Impi! wo ‘nans’ impi iyeza
Obani bengathinta amabhubesi?

Vanessa Lynch

Impi warriors Fighting Crime with Science (and mud!)

Impi warriors Fighting Crime with Science (and mud!)

Click here to listen to ‘Impi’ by Juluka

International Forensic DNA Experts to present in Cape Town and Durban

Thu, Oct 18th, 2012

Four International Forensic DNA Experts will be presenting in Cape Town and Durban next week on “Forensic DNA profiling and the Law”. There will be no charge for attendance and refreshments will be served. The events are sponsored by inqaba biotec.

If you wish to attend the seminar in Cape Town on Monday 22 October 2012, please RSVP to: Paula Allen by Email paula.allen@uct.ac.za

If you wish to attend the seminar in Durban on Tuesday 23 October 2012, please RSVP to:  Mrs Devashnee Chinniah • 0312608317 / chinniahd@ukzn.ac.za

Click here for full event details for Cape Town DNA Forensics Seminar 22 Oct 2012

Click here for full event details for DNA Forensics Seminar in Durban, 23 Oct 2012

Who should attend?
Judges, magistrates, prosecutors, attorneys, advocates, members of the police force, first on crime scene responders, scientists, “CSI” fans (learn the difference between fact and fiction!) and other crime related bodies.

The following Topics will be covered:

“The Impact of Forensic DNA Testing on the Legal-Judicial System” — Mr Ed Huffine

“International Perspectives on the Changing Application of DNA Databases for Criminal Justice and Humanitarian Purposes” -Mr Chris Asplen

“DNA Forensics for the Protection of Children” – Dr Maria Corazon De Ungria

Attorney Jose M.  Jose will also be in attendance and will be available to speak with audience members on his area of expertise, “A Judicial Rule on DNA Evidence: the Philippine Experience”

Seminar presenters:

Chris Asplen – Mr Asplen is the Founder and Director of DNA 4 Africa, former Assistant U.S. Attorney and local Prosecutor specializing in the prosecution of sex crime and child abuse.
He was also formerly the Executive Director of the National Commission on the Future of DNA
Evidence for the U.S. Department of Justice and Director of the DNA Unit for the National District
Attorneys Association. Currently, he consults with local, state, and Foreign governments and law enforcement agencies on the use of forensic DNA technology.

Dr. Maria Corazon De Ungria
Dr. De Ungria currently heads the DNA Analysis Laboratory of the Natural Sciences
Research Institute, University of the Philippines, Diliman, QC. This laboratory conducts research, training and actual casework on enhancing the country’s capacity to conduct DNA analysis for forensic applications. In 2011, Dr. De Ungria was appointed as the Director of the Program on Forensic and Ethnicity of the Philippine Genome Center. In this new appointment, Dr. De Ungria is tasked to further expand her work in the development of DNA forensics as well as in studying Filipino ethnicities, to initiate projects with other scientists and universities in order to magnify the benefits of rigorous scientific research in the Philippines.

Jose M.  Jose
Attorney Jose is a Supervising Lawyer at the Office of Legal Aid at the College of Law of the University of the Philippines in Manila from where he graduated in 1988. He is also practising at Jose Law Offices in Manila and handles various criminal as well as election cases. The Philippines might be the only country which implemented and repealed the Death Penalty twice; as well as promulgated a rule specifically on DNA Evidence apart from the Rules on Evidence. The Rule includes a specific section on post-conviction DNA testing which opened the door for a re-examination of possible weaknesses in the process of criminal investigation and trial in the Philippines. The Rule is very focused on DNA and will be a good springboard for discussion on its legal merit.

Ed Huffine
Mr  Huffine leads Bode’s international sales and marketing efforts for the successful development of international projects at Bode as Vice President of International Development. In this role, Mr Huffine also advises and assists nations in developing or upgrading their forensic DNA systems.  Mr Huffine has more than 22-years of experience in forensic science and human DNA identification. His forensic career began in 1990 with the Federal Aviation Administration (FAA) to develop a DNA laboratory to assist in the identification of fatal air crash victims. Mr Huffine served as the Director of the Forensic Sciences Program for the International Commission on Missing Persons (ICMP) from 1999 – 2004. From a central base of operations in Bosnia, Mr Huffine was the architect of the commission’s Forensic Sciences Program which identified more than 15,000 individuals, and has served as a model for the development of similar systems in multiple nations throughout the world.


8,000 Men Asked to Provide DNA for 1999 Murder Case in The Netherlands

Mon, Oct 15th, 2012

September 2012
(The following article first appeared in DNA Forensics: News and Information about DNA Databases)

During a press conference in Drachten, in Friesland,  a Northern province of  The Netherlands, the public prosecution’s office announced that approximately 8,000 men have been asked to provide DNA samples to help solve the 1999 murder of Marianne Vaatstra, a 16-year-old girl.  Miss Vaatstra’s body was found in a field in her town, Zwaagwesteinde. All of the men that were asked to give a DNA sample live within three miles of where the murder occurred, an area that encompasses 12 villages. Law enforcement officials also stated that no person asked to give their DNA will be forced to comply. This is the largest DNA Dragnet of its kind ever undertaken in the Netherlands.

The Dutch television crime journalist Peter R de Vries, made a recent documentary about the Vaatstra murder.  De Vries became well-known in the United States through his documentary about the  disappearance of the 18 year-old American student Natalee Holloway in Aruba in 2005. De Vries was able to secretly video tape Joran Van der Sloot, confessing to another man that he had killed Natalee Holloway.
De Vries produced a TV-documentary this past May giving information about a Playboy cigarette lighter found in Miss Vaatstra’s bag which contained DNA traces that matched the traces found on the schoolgirl’s body. Tips following the broadcast showed the lighter was on sale in the local area at the time, including in the village of Zwaagwesteinde where she lived.

Marianne Vaatstra

Marianne Vaatstra

After the press conference, Marianne’s father, Mr. Bauke Vaatstra made an emotional appeal for men to take part in the investigation. “This is the last means of finding Marianne’s killer,” he said. “Please give your DNA.”  The National Forensic Institute in The Netherlands, is also carrying out further research in the Dutch national DNA database to try to find relatives of the probable killer. Law enforcement is looking at Familial DNA, as they suspect that the real killer will not come forward to give a DNA sample.

Read related articles here.

Maggs on Media features DNA Project’s TV ad: Never Disturb a Crime Scene

Sun, Oct 7th, 2012

Be sure to watch Maggs on Media this week where the making of the DNA Project crime scene project activation, funded by the Change a Life Trust,   will be aired on eNews Channel Africa (DSTV 403). Hear what Vanessa Lynch, Executive Director of The DNA Project has to say about the reason why this ad was made as well as how it was conceptualised by Fox P2, the creative genius behind the activation.

Maggs on Media will broadcast a behind the scenes look at how this amazing time lapse video was created. Tune in to eNews Channel Africa (DSTV 403) at the following times:
Sundays: 10H30 and 15H30
Monday: 23H30
Tuesday: 09H30
Thursday: 12H30
Friday: 21H30
Saturday: 16H30

The identity of the perpetrator has been lost..

Never disturb a crime scene!

SAPS Forensic Jobs on offer

Tue, Sep 25th, 2012

If you would like to apply for a Forensic position within SAPS please read the attached document which details current Forensic Jobs on offer.

Forensic Jobs.SAPS.Sep 2012

Or click here for on line details of the various positions offered.
The closing date for applications is 5 October 2012.
For further enquiries contact: Lt Colonel Klopper, tel. (012) 421-0194 or Colonel Kannemeyer, tel. (012) 421-0485

Please take not of the following General Application Information from SAPS, if you intend to apply for one of the positions advertised:
Only the official application form (available on the SAPS website and at SAPS Recruitment Offices) will be accepted. The Z83 previously utilised will no longer be accepted.
All instructions on the application form must be adhered to and previous criminal convictions must be declared.

Failure to do so will result in the rejection of the application
The application must be accompanied by certified copies of tertiary quahfications, academic record, Senior Certificate/Grade 12 Certificate, ID document, driver’s licence (where applicable) as well as a detailed CY.
No application will be accepted without these documents’ The post particulars and reference number of the post must be correctly specified on the application form
The residential address and qualifications of applicants will be verified and reference checking will be conducted on all shortlisted applicants
Short-listed candidates for appointment to certain identified posts will be vetted in terms of the Criminal Law (Sexual Offences and Related Matters) Amendmem Act, 2007 (Act No 32 of 2007) and the Children’s Act, 2005 (Act No 38 of 2005)
Acandidate whose particulars appear in either the National Register for Sex Offenders or Part Bof the Child Protection Register will be disqualified from appointment to that post
If a candidate is short-listed, it can be expected of him/her to undergo a personal interview
The South African Police Service is an equal opportunity, affirmative action employer and it is the intention to promote representivity in the Public Service through the filling of these posts.
Applicants whose appointment win promote representivity may receive preference
The Division is under no obligation to fill a post after the advertisement thereof
Although the posts are advertised, the National Commissioner may withdraw posts from the advertisement, re-advertise the posts or fill the posts by transferring persons at the same level where this is deemed to be in the interest of service delivery
Applicants are advised 10 apply for posts closer to their residence
  • No faxed applications will be accepted
  • No late applications will be considered
  • Correspondence will only be conducted with short-listed applicants
  • Applicants must submit separate applications for each post

DNA Database software made freely available worldwide

Tue, Sep 18th, 2012

DNA databases have proven to be invaluable to the law enforcement community and the victims of violent crimes and their families…..

The following article first appeared in August 2012 in DNA Forensics: News and Information about DNA Databases

Mauritius Receives the CODIS Software from the FBI

Thursday, August 23, 2012: “The FBI announced plans to share the Combined DNA Index System (CODIS) technology with their law enforcement partners in Mauritius. The initiative demonstrates and reaffirms the FBI’s commitment to assist international law enforcement agencies in combating violent crime. A letter of agreement will allow the Mauritius Forensic Science Laboratory to operate a DNA database, utilizing the same platform as many of its South American, Mexican, and Caribbean counterparts.

Once CODIS is installed, the Mauritius Forensic Science Laboratory will join more than 70 international laboratories that are using the software for the management of its DNA data. The CODIS system provided will have no connectivity to the U.S. National DNA database.

The FBI Laboratory sponsors CODIS as part of a technical assistance program to international law enforcement forensic laboratories. CODIS blends forensic science and computer technology into an effective tool for solving violent crimes. The software allows laboratories to store, compare, and match DNA records from offenders, crime scene evidence, unidentified human remains, and relatives of missing persons. Centralized DNA data enables law enforcement to benefit from new information in previously unrelated investigations.

In 1998 the National DNA database, known as the National DNA Index System (NDIS), was established in the United States. Currently, NDIS has over 11 million searchable profiles and has aided over 177,000 investigations.

DNA databases have proven to be invaluable to the law enforcement community and the victims of violent crimes and their families. They have been particularly helpful to investigations that are very old and no longer producing new leads. Decades ago, crimes from cold cases would have remained unsolved.

With the participation of more than 260 laboratories in over 35 countries, CODIS software has been instrumental in solving violent crimes throughout the world.”

More about CODIS

In the USA, CODIS currently consists of three distinct geographic levels: National, State, and Local.

  • National DNA Index System (NDIS)
  • State DNA Index System (SDIS)
  • Local DNA Index System (LDIS)

NDIS is maintained by the Federal Bureau of Investigation (F.B.I.). Each member state has one designated SDIS location, with each participating forensic science agency maintaining a local (LDIS) database.

Currently each CODIS database is comprised of three distinct indexes, Casework, Convicted Offender, and Population. Law enforcement agencies utilize the Casework and Convicted Offender indexes to search for matching DNA profiles. This enables State Departments of Forensic Sciences to link previously unrelated serial cases, as well as identify perpetrators in “unknown suspect” cases by searching the DNA profile of the crime scene biological evidence against the DNA profiles of previously convicted felons maintained within the Convicted Offender index.

With South Africa’s new DNA legislation currently pending final review by the Portfolio Committe on Police, we hope that the South African government will also look to implement CODIS to assist it with the efficient management of its National DNA Database. If an island as small as Mauritius with virtually no crime feels the need to implement this freely available forensic technology, what excuse do we have not to take full advantage of this opportunity too?

Vanessa

Hunter does his bit to fight crime

Fri, Sep 14th, 2012

South Africa’s leading road cyclist, Robbie Hunter, has come on board as ambassador for the 2012 Change a Life Cycle Tour which has returned home to South Africa.

“Hunter will join a host of business executives to raise funds to combat crime when the tour – launched on Tuesday night – starts on September 20 which will take cyclists on a 550km ride which includes a 5km climb through the Waterberg in Limpopo.

Since its inception four years ago, the tour has travelled from the banks of the Zambezi, to the hot dusty roads of Malawi, along deserted beaches just last year in Namibia and now the event – suitably named the High Five Tour in its fifth    running – will allow the 75 cyclists to experience the mountainous region first hand.

Cyclists will leave from Pretoria Station during an opening day which will feature 120km of mostly flat road before a substantial climb over the final stretch to the Legends Golf and Safari Resort in the Waterberg. Rolling terrain, roughly 148km of it, will take the cyclists to Ellisras where they will have to revive before tackling day three which is regarded as the most challenging due to the undulating 215km ride through the bushveld to Vaalwater before returning to the Legends resort. And finally, day four involves 75km finishing off with a brutal 9km uphill time trial.

Established in 2008 in memory of Mike Thomson, a Computershare executive who was murdered at his family home in 2007, the tour hopes to raise R3.5-million this year with the funds set to benefit at least five anti-crime initiatives…”

By TAMLYN PATTERSON
JOHANNESBURG

This article first appeared in The Citizen on the 13 September 2012 .

The DNA Project is one of the five anti-crime initiatives supported by the Change a Life Trust and Vanessa Lynch attended the 2012 Launch event in Johannesburg on Tuesday, 11 September 2012 on behalf of The DNA Project.

Detective Dialogue 5 September 2012

Thu, Sep 6th, 2012

Whilst most newspapers throughout the country are today filled with headlines such as “Lawmakers hear of sad state of SAPS detective service” and “Clueless detectives battle to take down statements”, The DNA Project was very pleased to have been invited by the Portfolio Committee on Police to a day in Parliament which focused on vital issues regarding the Detective Branch of SAPS.

Yes, the day started with all the “doom and gloom” regarding the challenges faced by detectives in South Africa. What became clear from the outset was that our detectives often lack training in the most basic of skills such as crime scene management and even computer literacy. 70% of police stations do not have sufficient detectives and their caseloads are unrealistically high. These same detectives are also under-resourced when it comes to vehicles, cell phones and computer equipment. However, the “Detective Dialogue” was not arranged to simply bemoan this sad state of affairs, but rather to identify the challenges faced by this division of SAPS and to exchange ideas on how best to move forward into the 21st century….

I was pleased that a clear distinction was made between the forensic science divisions which fall under SAPS – which include DNA – and those that are managed by the Department of Health, for example toxicology. Commissioner Nzimande spoke of the results of a comprehensive study conducted by the Public Service Commission which found that the forensic services which fall under SAPS were generally well managed whereas those under the Department of Health are severely understaffed, are lacking in resources and are dealing with large backlogs.

Hon. Dianne Kohler Barnard, David Klatzow and many others highlighted the need for evidence to be preserved at a crime scene and the necessity for all first responders to secure the scene and not to touch or move any items of evidence before the arrival of competent crime scene investigators. Whilst Maj. Gen. Johnson clearly stated that in all major crime scenes, first responders cordon off the crime scene and wait for crime scene investigators, he did not imply that this should in fact happen at ALL crime scenes. It was proposed that all SAPS members receive a 2 week course in crime scene management during their initial 18 month training period. Of course we agree that this MUST happen.

Interestingly Dr. Johan Burger from the Institute of Security Studies stressed the need for an independent method of assessing trainers and course material. He further suggested that SAPS make use of retired detectives who could provide invaluable mentorship to young, inexperienced detectives. He also spoke about the need for SAPS to make use of private training organisations –  a proposal which was also re-emphasised by Hon. Kohler Barnard and Hon. Van Wyk who stressed the need for basic crime scene management training to be provided to ALL SAPS members.This is certainly an area where The DNA Project could make a positive contribution – we are already conducting workshops which cover the basics of crime scene preservation, how evidence should be preserved, collected and transported to the Forensic Science Laboratories – and our workshops are provided free of charge! To date we have conducted “DNA awareness workshops”for more than 16 000 people in the last 18 months.

It was distressing to note that many detectives do not receive any special training. It was suggested that promising detectives be identified following the successful completion of the SAPS basic training. The position of “detective” should be seen as a promotion within the police force.

In terms of SAPS keeping up with technology…. It is blatantly clear that they have failed miserably. This is evident from detectives lack of access to basic technology such as cell phones and computers!

It was noted that many detectives are not aware of the recently passed legislation regarding the ability of SAPS to access the fingerprint databases of Home Affairs and Transport. A lesson to be learned from this is that a concerted effort must be made to ensure the changes contained in the proposed “DNA Bill” are made clear to all SAPS members.

A session which considered violence against women and children raised some concerns for me… The use of DNA was never stressed by either of the speakers;Ms. Lisa Vetton and Maj. Gen. Botsheleng. In fact it was clearly stated that the conviction rate for “stranger” rape (where the rapists is not known to the woman or child) is exceptionally low. Furthermore, the use of fingerprints and eyewitness testimony were discussed – this I found quite bizarre as fingerprints are not routinely found on the body of a rape victim and eyewitness testimony is notoriously fallible. In most cases of sexual assault DNA is often the only form of physical evidence – evidence which is totally objective in nature – DNA evidence doesn’t lie! I was at pains to point out that it is common knowledge that 90% of rapists re-offend and that the ONLY reliable tool for identifying these repeat offenders is the through DNA and a DNA Database of previous offenders. I also stressed the importance of the proposed amendment to the legislation which will enable trained police officers to take DNA from suspects using buccal swabs. In addition I also spoke about the need for ALL police stations and hospitals to have sexual assault kits available.

A practical recommendation that was proposed was that all police vehicles contain basic items such as barrier tape, gloves, shoe covers and masks. This would go a long way towards ensuring crime scenes are secured and that the contamination and destruction of evidence is minimised.

In response to comments made by Dr.Klatzow and Maj. Gen Shezi that there was no tertiary training in forensic science, I did point out that this was not entirely correct. The postgraduate course material developed for the field of Forensic Biology was in fact developed and funded by the DNA Project in conjunction with the FSL. This qualification is now offered at a number of Tertiary Institutions throughout South Africa. It was agreed however, that the need for all disciplines in forensic science to also have such modules available remains problematic.

Jenny Irish, The Civilian Secretariat for Police in her closing remarks spoke of investigations driven by criminal intelligence. We can only hope then that the Portfolio Committee of Police recognise the urgent need to finalise the DNA Bill so that this can become a reality in South Africa.

Following yesterday’s deliberations Hon. Annelize van Wyk, the Chairperson of the Portfolio Committee stated that a report will be produced with comprehensive proposals on how best to address the challenges faced by detectives. The report should be presented to the Minister of Police and the implementation of the proposed action plan should be monitored by the Ministry and not SAPS. Time will tell….

Carolyn

Set in Stone

Fri, Aug 31st, 2012

Watch out for our ‘Stone Project’ on DSTV in September where you will see first hand how disturbing a crime scene destroys the link to the perpetrator who committed the crime…. Read the below review on why this is such a phenomenal idea to educate the public about crime scene awareness and preservation:

FoxP2 and DNA Project get SA talking

The disturbance begins..

The disturbance begins..

The DNA Project is a Cape Town- based initiative whose mission it is to raise awareness of the importance of DNA preservation at crime scenes, and in 2011 it combined forces with FoxP2 to create a TVC called ‘The Cigarette that saves lives’, which was flighted on Top TV last year, and DSTV and MNET in 2012.To support the message of the TVC and spark public debate the creative team at FoxP2 conceptualised an activation (http://www.youtube.com/watch?v=8jM08SYzvjo) to represent the loss and damage that first-on crime scene responders as well as the general public can effect to evidence left at a crime scene.  It was intended to kick start a conversation around a very serious topic that was not receiving the attention it deserved.  With impending legislation and an uninformed South African public, the objective of the campaign was to generate a conversation that would correct this, putting in motion significant exposure for The DNA Project, including interviews on talk radio stations.

Actual statistics of the campaign include:

  • Total earned media: R2.6 million;
  • Activation audience: 8000;
  • Youtube views: 17400;
  • Website hits on the day of activation: 15573 (30% increase from previous day)

The installation and accompanying viral proved highly effective in spreading the message.  The viral has over 17400 views, to go with the R2.6 million in earned media for The DNA Project. The word of mouth generated from the 8000 commuters who experienced the installation in real time, either by partaking or by witnessing the hype at the Cape Town Station, would have a lasting impact. With zero PR spend, the return on investment proves just how influential an integrated campaign of this nature can be. Vanessa Lynch, Founder of The DNA Project confirms this, “Education around crime scene preservation is a key focus for The DNA Project. FoxP2 have created three major awareness initiatives for us, all of which I believe have generated massive awareness and a knock on effect.”

The activation took place on Tuesday morning, May 15, 2012 at the Cape Town Train Station. The subsequently produced viral shows how – using time-lapse videography of the activation – the lack of proper preservation of a crime scene can destroy valuable evidence and the chance of a conviction.  The video of the activation has been posted on YouTube for public viewing.    http://www.youtube.com/watch?v=8jM08SYzvjo&feature=youtu.be

The activation consisted of a large (8m x 6m) sand box filled with tiny stones of various colours depicting a mug shot of a convict holding up an ID board.  This box was placed in the busy open hall area of the Cape Town Metrorail station.  Commuters were encouraged to walk over the box, thus blurring the mug shot and making it increasingly difficult to see the convicts’ face.  The idea got the public involved in demonstrating how disturbing a crime scene can prevent criminals from being identified. The integrated campaign’s proven success will ensure that this topic does not get swept under the carpet.

About The DNA Project:

After her father was brutally murdered in his Johannesburg home in 2004 and all traces of DNA and other forensic evidence were lost, destroyed and neglected due to the inexperience and lack of crime scene preservation awareness of the first on crime scene responders, Vanessa Lynch realised that something needed to be done to address this issue in SA and founded The DNA Project.

Based on Interpol figures South Africa has high but manageable levels of property crime but an extraordinary high level of violent crime. It is South Africa’s high level of violent crime that sets the country apart from other crime-ridden societies; this finding is supported by CIAC data indicating that since 1994 recorded violent crime has been escalating at a faster rate than any other crime category.  It is primarily violent crime that fuels people’s fear of crime. To lose its label as crime capital of the world, violent crime levels have to drop substantially in South Africa, http://www.iss.co.za/pubs/CrimeIndex/01Vol5No1/World.html, as well as have our rate of conviction dramatically increase.