The Brief

Christmas is the most dangerous time on Victorian roads. By the end of November 2013, 212 people had already lost their lives. We needed to remind Victorians to drive safely during the Christmas period.

Describe how the promotion developed from concept to implementation

We created an installation of all the gifts that would not be given to those who had already lost their lives on Victoria’s roads. Behind each gift was a story of a life lost. Each one was sprayed a ghostly white to highlight this overwhelming sense of loss. People left written tributes at the installation, and thousands of messages encouraging one another to drive safely were shared online under the #ungivengifts hashtag.

Describe the success of the promotion with both client and consumer including some quantifiable results

Photos and messages from the installation were shared online to accumulate a total reach of 1.1 million people, spreading the message of safe driving on Facebook, Twitter, Instagram and creativity blogs. Traditional media that covered the installation gave the campaign an additional reach of 2.4 million. At the end of December, Victoria had it’s lowest road toll in 90 years.

Explain why the method of promotion was most relevant to the product or service

The live exhibition was shared with millions of Victorians during the most dangerous time of the year reminding them to drive safely. It was broadcasted on national news stations, as well as radio. Several stories behind each of the gifts were published in the press, interviewing the family and friends of those who lost their lives in previous years. The physical installation encouraged people to share the story online via Instagram, Facebook and Twitter, under the #ungivengifts hashtag. These images found their way onto hundreds of online blogs, continuing to spread the message of safe driving throughout the holiday season.