Advertiser: TRANSPORT ACCIDENT COMMISSION
Agency: NAKED COMMUNICATIONS
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: HOMESAFELY
Planner: Adam Ferrier (Naked Communications)
Managing Director: Matt Houltham (Naked Communications)
Copywriter: Tristan Graham (Naked Communications)
Creative: Sesh Moodley (Naked Communications)
Creative Director: Simon Veksner (Naked Communications)
Designer: Yann Micuta (Naked Communications)
Expression Manager: Ashley Smith (Naked Communications)
Communications Strategist: Lach Hall (Naked Communications)
Expression Manager: Renata Gordon (Naked Communications)
Strategy
We needed to deliver a road safety message to Victoria’s younger drivers. One that they would listen to. But from our research into effective behaviour change, we knew that the best way to actively engage this group was not with a message from a faceless government organisation, but with a message from those closest to them – their family and friends. This insight led us not to a messaging solution but instead, a media one. We used laser precise media planning to ensure that young people received personalised ‘drive safely’ messages from their loved ones, while they were actually driving in their cars. How? By enabling Victorians to create personalised radio and outdoor ads for their loved ones and knowing their driving habits, select exactly where and when to display them. Ensuring their personal messages were received while driving.
Execution
The most powerful media used were the beloved family and friends of people who don’t drive safely. We found a way to deliver their voice and concern to drivers as they were driving. People knew the driving habits of their loved ones, and therefore were able to program the messages at a time they would be most likely to see or hear them. The central mechanic was the #homesafely website. From this website people could:1.Create a message asking their loved ones to drive safely (as either a radio ad, or an outdoor billboard)2.Program where the message will be broadcast (location or radio show)3.Program when it will be seen or heard (day and time, displayed or played)4.Receive an email and tweet alerting them when their message is live so they can share the news with their social graph.
Effectiveness
The campaign has been extremely successful for the TAC.Over 250,000 peer-to-peer road safety messages were broadcast during the month long program. These messages were written and recorded by a diverse group of Victorians and helped the #homesafely message reach an estimated 2.8 million people.The campaign message was further amplified by PR covering all major free to-air news services (Seven, Nine and Ten) as well as on primetime TV show, The Project. #homesafely was also covered in major local newspapers including The Age (on at least 3 occasions), and the Herald Sun (on at least 2 occasions).