A new campaign which contrasts cherished Christmas and holiday memories with the devastation of road trauma has just been launched for the Queensland Government’s Department of Transport and Main Roads by agency BCM.
The pre-Christmas phase of the campaign features home movie-style images of everyday Queenslanders enjoying past Christmas holidays together. It asks the question ‘What will this Christmas be remembered for?’ and goes on to demonstrate the dire outcomes of a serious car crash at this time of year.
The highly emotional campaign draws on the tune ‘Have yourself a merry little Christmas’ to highlight the contrast. Post-Christmas, the campaign will pose the question ‘What will these holidays be remembered for?’
Retro and recent holiday footage is set against Sarah Blasko’s haunting version of the song Flame Trees to provide a clear choice between happy holiday memories and the grim realities of a serious road crash.
Developed by BCM, the integrated campaign runs across mass media, social media and online channels. It includes TV, cinema and presence at community holiday events such as South Bank Christmas Carols, via big screens at South Bank Beach Christmas outdoor cinema, as well as geotargeted Snapchat activity. Out of home also includes cinema digilites and outdoor billboards across the State.
Via social media Queenslanders will be encouraged to share their favourite holiday photos which will be animated for sharing with family and friends. A series of ‘Holiday Memories’ postcards will be circulated within the community.
The imagery hopes to remind people of the Fatal 5 road behaviours (speeding, not wearing a seatbelt, drink/drug driving, driver distraction, and driving while fatigued), and the need to drive safely to help ensure that their holiday memories are happy ones.
Client: Queensland Department of Transport and Main Roads
Client contact: Kerrie Tregenza