Why is this work relevant for Integrated?

A step-change approach to injury prevention in New Zealand, 61% of people who have seen this integrated campaign say they’ve already taken action to prevent injury. New Zealand has a population of just 5 million but sees almost 2 million injury claims each year. Around 90% of injuries could have been prevented. Extensive behavioural research discovered people take more care when they understand an injury won’t just impact them, but those they care about. Across multiple channels we let people know that by taking a moment to ‘Have a hmmm’ – they were less likely to hurt themselves and others.

Background

Situation: New Zealand has a population of just five million, but sees almost two million injury claims every year. Which doesn’t just cost the nation billions of dollars a year in treatment, it also has a massive impact on well-being and lives of New Zealanders. Yet data showed around 90% of injuries could have been prevented. Brief: Take a step change approach to injury prevention, to reduce injuries and their impact. Our objective was to begin to transform the nation’s collective mindsets towards injury prevention, resulting in positive actions to prevent injury.

Describe the creative idea

Have a Hmmm. Learnings from around the world - including extensive behavioural research into risk taking in Aotearoa - discovered that no matter what their attitude to risk, everyone has one thing in common: they take more care when they understand an injury won’t just impact them, it impacts the people they care about. In a step-change approach to injury prevention, we addressed New Zealanders by mindset instead of activity: No matter what you’re doing, and no matter whether you’re an adventurous thrill-seeker or a caring nurturer – when you ‘Have a hmmm’ – pause for a moment and think about what you’re about to do – you’re more likely to avoid injuring yourself or causing others harm. Having a ‘Hmmm’ was a universally understood concept, was ‘catchy, sticks in your head’ and had influence in the moment: reminding you to take a moment, in the moment, to recalculate.

Describe the strategy

Research discovered there are 4 key mindsets that determine how we respond to risk. For example, ‘Nurturers’ are often so busy looking after others they neglect to look after themselves and the ‘Opportunity‘ group are often testing their skills and limits to get the rewards of risk. At either end we have the risk averse ‘Attentive’ group and the high risk ‘Excitement’ group. But we found one thing they were all motivated by: the impact an injury could have on others. So our communications are centred on one thought: if you get hurt, who gets harmed? Have a hmmm. And we created scenarios that would identify with the Nurturer and Opportunity mindsets – combined, the majority of the New Zealand population.

Describe the execution

From April 2021, across multiple channels in a national campaign, we let people know that by taking a moment to ‘Have a hmmm’ – consider the impact of their injury on others – they were less likely to hurt themselves and cause harm to those they care about. We launched with two insight-based scenarios designed to identify with the Nurturer and Opportunity mindsets – combined, the majority of the New Zealanders. Using broadcast channels, video on demand, pre-rolls, out of home, digital banners and more, the campaign aimed to reach all New Zealanders, to get them collectively thinking about injury prevention, and what they could do to prevent injury.

List the results

In less than a year, the ACC ‘Have a Hmmm’ campaign’ campaign has exceeded awareness and behaviour change targets to get the nation to think (and act) differently: - 75% of people who saw the campaign found that Have a Hmmm made them think about the impact of their actions on others. - 71% said Have a Hmmm made them want to take a moment to think before they did something risky. “I applied (it) in the weekend. I was moving heavy boxes and thought: (hmmm) this is a bit dodgy.” - 61% said they’d taken action to prevent injury as a result of seeing our campaign. That’s a whole lot of New Zealanders who’ve learned to Have a Hmmm – and a whole lot of injuries prevented, because of changing culture around risk.