Title | LIVING MEMORIES |
Brand | BRAKE |
Product / Service | ROAD SAFETY |
Category | B04. Charities, Public Health, Safety & Awareness Messages |
Entrant | Y&R NZ Wellington, NEW ZEALAND |
Entrant Company | Y&R NZ Wellington, NEW ZEALAND |
Advertising Agency | Y&R NZ Wellington, NEW ZEALAND |
Production Company | WETA DIGITAL Wellington, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Josh Moore | Y&R New Zealand | CEO & CCO New Zealand |
Scott Henderson | Y&R New Zealand | Creative Director |
Seymour Pope | Y&R New Zealand | Creative Director |
Lisa Dupre | Y&R New Zealand | Senior Art Director |
Tim Ellis | Y&R New Zealand | Managing Director |
Claire Dooney | Y&R New Zealand | Account Director |
Christina Hazard | Y&R New Zealand | Head Of Production |
Grant Maxwell | Y&R New Zealand | General Manager - Media |
James Wendelborn | Y&R New Zealand | Retouching |
Kate Whitley | Y&R New Zealand | Studio Artist |
Kylee Davidson-Corrin | Y&R New Zealand | Senior Media Planner |
Bruce Murray | Y&R New Zealand | Executive Digital Producer |
Michael Frogley | Y&R New Zealand | Head of Motion Graphics |
Jason Wells | Y&R New Zealand | Ideas Director |
Pat Ko | Y&R New Zealand | Digital Producer |
Kevin Darch | Independent | Forensic Artist |
Weta Digital | Weta Digital | Digital Production Company |
Squid Kelly | Independent | Post Production |
William Moore | Independent | DOP |
Brake is a charity that educates drivers and supports victims of road tragedy. While established in the UK, it’s relatively new to New Zealand. In the lead up to National Road Safety Week, we had two objectives: Firstly, to generate significant awareness for the charity during National Road Safety Week without significant amounts of paid media. And secondly, to get drivers to realise the potential lifelong cost of their decisions on the road. With a modest marketing budget, PR and the earned media it could create, were vital to the success of both. Five New Zealanders are lost on our roads every week. Their families don’t just lose a loved one. They lose a future. Using the science of forensic age progression, and the world-class resources of Weta Digital, we created scientifically accurate and lifelike portraits of five road victims as they would look today. New Zealand’s most-watched current affairs show covered the launch on prime time television, detailing the process and stories behind the portraits, as well as the heart breaking moments when the families saw their loved ones again. The story created a significant national response. Within 24 hours, it was picked up by NZs highest rated breakfast TV show, and largest online news portal. This unpaid media – which also included an article in New Zealand’s highest circulating Women’s magazine – complimented the press outdoor and online components of the campaign.
In the lead up to Brake's 2015 Road Safety Week, we had two objectives: Firstly, to generate significant awareness for the charity during National Road Safety Week without significant amounts of paid media. And secondly, to get drivers to realise the potential lifelong cost of their decisions on the road. With a modest marketing budget, PR and the earned media it could create, were vital to the success of both. So we created a campaign that was compelling enough to generate news coverage, in press, magazines and social media – with a strong enough insight to give drivers a genuine reason to re-evaluate their decisions.
With less than $40,000, our campaign created an immediate, national response. • Within 24hrs our campaign was picked up NZ's most watched breakfast news show, largest newspaper and online news portal, and most popular women's magazine - complimenting the press, outdoor and online components of the campaign • Brake received an estimated $1,317,017 worth of free media and PR, delivering and a return on investment of 32:1 • In just 5 days we had a reach equal to 1.4 times the New Zealand population • Volunteer registrations during Road Safety Week doubled • Brake received a 750% increase in general enquiries. • And best of all, in the month following our launch, we saw a 25% drop in road fatalities in New Zealand.
Once our creative response took shape, our team’s first step was to recruit partners. We recruited an Australian forensic expert and then got the internationally renowned WETA Digital on board to ensure our portraits felt like real people to the observer. Over $300,000 worth of value was provided - for a fraction of that cost. We engaged journalists early and the idea was picked up at no cost by New Zealand’s highest rating and most watched current affairs show - TVNZ ‘Sunday’. An event was created so all the families could come together, and see their portraits for the first time - delivering interviews and footage for ‘Sunday’, plus images and video to use in PR on the first day of Road Safety Week. Donated media in cinema, outdoor and print created further awareness of the initiative and directed New Zealanders online to view the portraits, stories and shareable content.
Brake is a charity that educates drivers and supports victims of road tragedy. While established in the UK, it’s relatively new to New Zealand and required increased awareness and support. Its’ annual public-facing activity revolves around Road Safety Week - but for the week’s initiatives to be successful, Brake needed to get on the radar of the New Zealand public.
We partnered with New Zealand’s highest rating current affairs show, on the countries strongest network to launch our TV/PR component. We adopted this strategy due to the fact that we knew two of the families had a history with the network, having appeared on shows in the past. Our audience is broad so we chose mass-reach media to spread our message. The road toll doesn’t discriminate so we wanted to use our media opportunities to reach as many people as possible. And with road safety an issue that is frequently advertised - often with large-budget TV commercials highlighting drivers’s behaviour, we chose a very different approach. By maximising the appearance of our content in editorial environments - not ad breaks - and an emotive demonstration of the tragedy - not just the accident - we created content that was more newsworthy, and more shareable.