Australian Road Safety Foundation: Life Saving Stickers

Credits & Description:

Agency: Gpy&R
Brand: Australian Road Safety Foundation
Country: Australia
Advertising Agency: Gpy&R, Brisbane
Entrant Company: Gpy&R, Brisbane
Media Agency: Gpy&R, Brisbane
Pr Agency: Gpy&R, Brisbane
Production Company: Gpy&R, Brisbane
Additional Company: Gpy&R, Brisbane
Designer: Lloyd Budd (Gpy&R)
Copywriter: Ash Kennedy (Gpy&R)
Studio: Jack Towers (Gpy&R)
Account Manager: Stephanie Tokich (Gpy&R)
Executive Creative Director: Andrew Thompson (Gpy&R)
Art Director: Carl Lough (Gpy&R)
Junior Producer: Sarah Ferrier (Gpy&R Brisbane)
Head Of Broadcast And Content Production: Kohbe Vela (Gpy&R)
Production Director: Michelle Short (Gpy&R)
Editor: Griffin Englander (Gpy&R Brisbane)
Tv Producer: Robyn Dodd (Gpy&R Brisbane)
Chief Creative Officer: Ben Coulson (Y&R Australia New/Zealand)
Strategy:
Launching on social media allowed us to target active community groups, parenting groups as well as road safety organisations and initiatives.We launched the video on social media during back-to-school week. The stickers were distributed online and at local city councils. The public were then encouraged to place the stickers on their bins to remind drivers to slow down and watch out. The public could then share a photo of their Life Saving Sticker on social media with #LifeSavingStickers.
Outcome:
Following the launch on social media, the initial print run of 100,000 stickers was snapped up in just 3 days. Before we knew it, parents, residents, community groups, school bodies and large organisations were chasing down stickers for their streets. The launch video received over 5,000 shares, and the Australian Road Safety Foundation page earned around 1,200 new followers. Life Saving Stickers gained strong support from the Lord Mayor of Brisbane, national news stations and major talk shows. The cause was also tweeted by Craig Lowndes, Australian V8 Supercar Champion, driving an extra 200,000 followers to the Facebook page. In the Easter Road Toll, one of the most punishing times for fatalities, no deaths were recorded on Queensland roads for the first time in 20 years. The Life Saving Stickers reinforce the Australia Road Safety Foundation’s commitment to safer roads.
Execution:
The launch of the campaign was timed for the return from school holidays, when we begin to see more children on the streets on their way to and from school. We launched on social media, and distributed the stickers online and at local city councils. The public could receive their own set of stickers, or opt in for a set for each household in their street, or even for employees in their organisation, working to drive more social amplification and convince other councils to get on board.Not only were road safety pages involved, we also targeted key community areas through community Facebook groups, parenting groups and school groups, all eager to weigh in on the conversation and implement the new safety reminder.The news immediately spread to major national news broadcasts, influential talk shows and different council social media pages.
Synopsis:
In Queensland, 1 in 3 motorists exceed the 50km/h speed limit in residential areas – the streets that many children call home. Despite being exposed to so many road safety messages, it wasn't hitting home, and drivers were switching off. To reduce speeding in 50km/h zones, we needed to get people to change the way they thought about speeding. We didn’t just want to remind drivers to slow down, but immediately change driving behaviour. Over 850,000 bins line Queensland streets weekly – a media platform in prime position to target drivers the moment they could be speeding.
Campaign Description:
Despite drivers being bombarded with road safety messaging, drivers in Queensland were shutting off to 50km/h speed limits in their local area. We needed to find a way to put the safety in front of the driver, and create a real-time reminder to change speeding behaviour for good. We created Life Saving Stickers. A set of stickers to place on rubbish bins. The stickers resembled children, similar to those who would call these residential streets home, as well as 50km/h speed limit stickers. The stickers ranged in child age, height and activity – whether they were playing or going to school. The stickers turned a government-led safety message into a much more personal one, with residents giving a one-on-one reminder to drivers in their street.