Silver Spike

Case Film

Presentation Image

CategoryA08. Charities, Public Health & Safety, Public Awareness Messages
EntrantGPY&R Brisbane, AUSTRALIA
Idea Creation GPY&R Brisbane, AUSTRALIA
Production GPY&R Brisbane, AUSTRALIA


Name Company Position
Andrew Thompson Y&R Group Executive Creative Director
Ash Kennedy GPY&R Brisbane Copywriter
Carl Lough GPY&R Brisbane Art Director
Fiona Caird GPY&R Brisbane General Manager
Michelle Short GPY&R Brisbane Production Director
Lloyd Budd GPY&R Brisbane Designer
Robyn Dodd GPY&R Brisbane Agency Producer
Stephanie Tokich GPY&R Brisbane Account Manager

The Campaign

Despite drivers being bombarded with road safety messaging, drivers in Queensland were shutting off to 50km/h speed limits in their local area. We needed to find a way to put the safety in front of the driver, and create a real-time reminder to change speeding behaviour for good. We created Life Saving Stickers. A set of stickers to place on rubbish bins. The stickers resembled children, similar to those who would call these residential streets home, as well as 50km/h speed limit stickers. The stickers ranged in child age, height and activity – whether they were playing or going to school. The stickers turned a government-led safety message into a much more personal one, with residents giving a one-on-one reminder to drivers in their street.

Creative Execution

We launched on social media, and distributed the stickers online and at local city councils. The public could receive their own set of stickers, or opt in for a set for each household in their street, or even for employees in their organisation, working to drive more social amplification and convince other councils to get on board. Not only were road safety pages involved, we also targeted key community areas through community Facebook groups, parenting groups and school groups, all eager to weigh in on the conversation and implement the new safety reminder. The news immediately spread to major national news broadcasts, influential talk shows and different council social media pages.

Following the launch on social media, the initial print run of stickers was snapped up in just 3 days. Before we knew it, parents, residents, community groups, school bodies and large organisations were chasing down stickers for their streets. The launch video received over 5,000 shares, and the Australian Road Safety Foundation page earned around 1,200 new followers. Life Saving Stickers gained strong support from the Lord Mayor of Brisbane, national news stations and major talk shows. In the Easter Road Toll, one of the most punishing times for fatalities, no deaths were recorded on Queensland roads for the first time in 20 years. The Life Saving Stickers reinforce the Australia Road Safety Foundation’s commitment to safer roads.

In Queensland 850,000 bins are wheeled out onto the streets every week – that’s a lot of free media. We saw potential in this untapped media to turn ordinary bins into lifesaving billboards. As bins line the streets, they’re in the prime position to target drivers at the moment their foot’s on the pedal. The Life Saving Stickers allowed residents to send real-time reminders to drivers in their street to slow down. The campaign launched on social media, stirring a necessary safety conversation and generating a strong response of orders. Community Facebook groups were also targeted to drive social momentum.

Insights, Strategy and the Idea

The launch of the campaign was timed for the return from school holidays, when we begin to see more children on the streets on their way to and from school. Launching on social media allowed us to target active community groups, parenting groups as well as road safety organisations and initiatives. We launched the video on social media during back-to-school week. The stickers were distributed online and at local city councils. The public were then encouraged to place the stickers on their bins to remind drivers to slow down and watch out. The public could then share a photo of their Life Saving Sticker on social media with #LifeSavingStickers.