AWARDS
The Bookmarks – Black Pixel for Purpose
Assegai Integrated Marketing Awards (Public Benefit Direct Marketing Campaign) – Gold Assegai Award
The Caples Awards (Non Profit) – Finalist
The Loeries (Social Media) – Finalist
THE BRIEF
Create a Road Safety Campaign for the Easter period, a time that is notorious for road accidents and fatalities, to promote and drive safer road using practices. Promote the Road Accident Fund and gain 25 000 new followers on social media.
THE CREATIVE SOLUTION
Despite yearly efforts, people continue to take deadly risks on the road therefore a more hard-hitting campaign was needed to initiate change. Safety on our roads is a life or death situation, 14 071 people died on our roads in 2016. Behavior needs to change, the trouble is that people have ignored everything so far – the rules of the road, the road signs, the witty campaigns, the news reports and even the pleas. In coming up with the concept for the campaign the question was asked ‘who will they listen to?’.
Case Study Video
The answer – those who know best, the people who are no longer with us and have passed away on our roads. The #AlwaysRemember festive season campaign created a stir on social media and got everyone talking by having our communication delivered by people that have passed away. The message hit home for the majority of individuals as most people know someone that has passed away on our roads. People were then encouraged to #AlwaysRemember to be safe in honour of someone that they know that has lost their life on our roads.
THE RESULT
The campaign smashed the KPI of 25 000 new likes and achieved 59 451, surpassing the acquisition target by 238%. Out of 1345 comments 753 were organic, showing just how much the campaign created conversation around the topic of road safety. But the biggest number has to be the fact that the total number of road deaths dropped by a massive 11% from the previous festive season Although the campaign can’t directly be attributed to the decrease, I would like to think that it saved at least 1 life
30 Second Digital and TV Ad
Social Media Influencer Campaign
Countdown TV News Clock
TV Squeeze Back
30 Second Radio Ad
