"It's important for people to know that insurance fraud is a crime that impacts innocent lives," said Francis Sztuk, chairman of the New York Alliance Against Insurance Fraud.

The alliance is a public awareness campaign operated by and for New York insurers who by state regulation are required to include public awareness activity as part of their operations. About 100 companies fulfill their obligation by joining the Alliance, according to Ellen Melchionni, vice president of the organization.

"Increased public awareness of the costs and consequences of insurance fraud can help save lives, reduce insurance premiums and create an environment where fraud is not tolerated," Mr. Sztuk said.

According to the Alliance, some 5,326,000 New York State residents saw the ads on 37 cable TV stations and the message appeared on 88 billboards during the May-June campaign. The 60-second radio spots aired on 37 stations in the New York City, Albany-Schenectady-Troy, Buffalo-Niagara Falls and Rochester markets. A Spanish version ran statewide on 37 stations a total of 1,520 times.

The ads urged those aware of insurance fraud to contact the New York Alliance Against Insurance Fraud at 1-888-FRAUDNY or www.preventfraud.org.

"The ?Insurance Fraud is Not a Victimless Crime' campaign is part of the New York Alliance's ongoing effort to educate the public," said Barry Carbaugh, president of the Barry Group. A full-service strategic communications agency based in York, Pa., Barry Group has a strong reputation for fighting insurance fraud and has represented the New York Alliance for four years.

Previous Barry Group efforts for the New York Alliance have been "Commit Insurance Fraud ? Meet New Friends," a TV and billboard campaign showing three men in a jail cell, and "Burned," a print ad showing a bill going up in flames and urging New Yorkers to check their medical bills for accuracy to avoid getting burned.