To overcome acceptance of the increasing number of driveway run-overs as unavoidable accidents and focus on eliminating the issue of surprise, the simple call to action was ‘Order your free photo keyring from www.safekids.nz and create a personal driveway safety reminder’. With a photo of their child on their keyring, the message is more powerful. Knowing fear would turn people off the message, the tone is positive and highlights the prevention behaviours being encouraged, crafting the idea around the moment when outcomes can change.
The major objective was to drive awareness and understanding of how to prevent these tragic events with young parents in high risk communities, thereby reducing deaths and injuries from driveway run-overs and subsequent costs to New Zealand’s healthcare system. A single driveway run-over costs NZ’s health budget $ hundreds of thousands in care, medical professional fees and $ millions in lifetime care and rehabilitation. If this campaign prevented 1 severe injury incident, lifetime ROI against campaign costs would be paid back over 40 times.
The idea used many channels:
The post-campaign period has seen the lowest rate of driveway deaths in a decade and admissions to Starship Children’s Hospital halved.