It’s neighbours who care: Neighbourhood Watch launches first campaign in 40 years

Neighbourhood Watch Victoria is launching its first major campaign since the organisation was founded in 1983, appointing indie agency Manifest Melbourne to lead strategy, creative, production and execution.

The campaign marks a significant evolution for the iconic community brand, with a focus on shifting behaviours and attitudes towards home security. The initial phase will target motor vehicle crime, now one of Victoria’s fastest-rising offences, with activity rolling out across TV, BVOD, social, OOH, digital and earned media from early 2026.

Bambi Gordon, CEO of Neighbourhood Watch, said the organisation recognised the need to reinvent its trusted brand for a new generation of Victorians.

“We’re not just running a campaign, we’re setting out to change behaviours and attitudes towards home security against the backdrop of some pretty alarming crime stats," Gordon said. "Manifest showed that they understand how to drive cultural relevance in a way that we believe will connect with contemporary Victoria without creating more fear through scaremongering tactics.”

Gordon added that what sealed the decision was seeing Manifest’s “authentic passion” for the project. “They have a genuine commitment to create a positive social impact. Combined with their government and not-for-profit experience, we knew we’d found a partner who could help us share our trusted voice. They build brands that change the world, and after 40 years, that’s exactly the transformation Neighbourhood Watch needs.”

Without revealing the creative, Gordon said the agency’s pitch was anchored in a simple but powerful truth. “The most powerful security system isn’t technology – it’s neighbours who genuinely care about each other. Their approach to motor vehicle crime prevention is brilliant in its simplicity. Rather than lecture people about locking cars, they explored how security can become something we can all get behind. When they presented it, our entire team leaned forward. It was one of those rare moments where you just know you’re seeing something that will create meaningful change.”

The campaign is set to be the first step in a broader brand evolution for Neighbourhood Watch, reigniting the power of collective action and strengthening its role in Victorian communities through 2026 and beyond.