No One Plans a Crash
The No One Plans a Crash campaigns tackles the critical issue of road safety among "Mature Families," a demographic identified as particularly vulnerable in recent crash statistics. Recognising that existing messaging wasn't effective, a new campaign was developed to resonate on a deeper, more personal level.
CHALLENGE
Building on the "Everyday Journeys" campaign, 2023 data pinpointed "Mature Families" as alarmingly vulnerable to road fatalities and serious injuries. This audience, already feeling a sense of shared responsibility, needed a jolt to change their behaviour but weren't connecting with existing ads. The challenge? Craft an emotive, highly relevant campaign tailored to them, armed with the latest crash data and insights.
SOLUTION
We designed a deeply personal campaign centred around a relatable mature family. Five short videos showcased the family on ordinary days, just before embarking on everyday journeys. Each journey was subtly presented with the looming potential for tragedy – a fatality, a life-altering injury, or legal repercussions. In each scenario, a loved one delivers a sobering premonition of the possible outcome, interrupting the scene. The core message? Accidents are unplanned, but safe journeys are a choice we can make every time we leave home.
Driving behavioural change.
By portraying relatable family scenarios and highlighting the potential consequences of unsafe driving, the aim is to encourage proactive safety choices and ultimately reduce road fatalities and serious injuries. The impact of this targeted approach is currently being assessed.
HELPING FOSTER POSITIVE ACTION.
While the campaign has been largely successful, ongoing efforts will focus on further strengthening the message among Mature Families and translating awareness into even more concrete behavioural changes.
