launching of a Crime Stoppers media campaign.

A series of ads sponsored by Colonial Insurance urging citizens to "make the call and claim your just reward'' is set to make its debut in the pages of today's The Royal Gazette .

The ad also includes a 1-800 (623-8477) hotline against crime.

It's the latest tactic in the combined Police and industry offensive against cycle theft Colonial Insurance Senior General Manager William Madeiros yesterday told The Royal Gazette .

And the battle, he says, is going very well.

Cycle theft has been dropping since the dark days of 1994, when 2,536 cycles were ripped off, Mr. Madeiros said, due largely to prevention initiatives such as "U-mark'' identification, the availability of inexpensive cycle alarm systems, and the advent of the Crime Stoppers programme.

In 1995 thefts were down nearly 25 percent -- to 1,923 -- and earlier this year Police Commissioner Colin Coxall was calling for a further 40 percent cut.

For its part, Colonial Insurance has opted to become proactive in the battle against bike thieves.

The company, which a few years ago even considered quitting the cycle insurance field altogether, recently donated $10,000 to Crime Stoppers and has been examining other anti-theft options, Mr. Madeiros said.

At one point the company was considering a "cycle bounty hunter'' and while that remains an option the Bermuda based insurer is more seriously pursuing high-tech solutions and community-based initiatives such as Crime Stoppers.

"Most bike thefts are opportunity thefts and anything you can do to make your cycle less attractive will help,'' said Mr. Madeiros.

But, says Police crime prevention officer Inspector Archie Husbands, not everyone is taking advantage of the Police service's free cycle marking programme: "It could be better,'' he says.

A marked cycle has a one-in-36 chance of being stolen while an unmarked cycle stands a one-in-16 chance, he said.

Police and industry are also looking at high-tech tools to combat thefts. The "micro-track'' system, a grain-of-rice sized computer chip hidden on a cycle won't stop bike thefts but will make recovery and identification a lot easier, he indicated.

In tandem with community-based initiatives such as Crime Stoppers, common-sense approaches such as parking in high visibility areas and using a Kryptonite type lock will go a long way to deterring thefts, said Insp.

Husbands.

PREVENTION -- Sandys Rotary president Roger Titterton presents Crime Stoppers chairman McNeil Warner (left) with a cheque for $1,000.