The Monkeys and Accenture Interactive have joined forces for the latest vehicle safety campaign from the Federal Chamber of Automotive Industries (FCAI).
A departure from The Monkeys’ more comedic spots, ‘Don’t Die Wondering’ brings awareness to a serious airbag safety risk in vehicles.
According to the campaign, as many as two in every seven vehicles in Australia built from 1999 onwards have been installed with faulty Takata airbags that have the potential to injure or kill their drivers and passengers.
The public service announcement (PSA) recall campaign empowers Australian vehicle owners to check if their vehicle has a faulty Takata airbag.
The campaign leads them to a website purpose-built by Accenture Interactive (IsMyAirbagSafe.com.au), where they can enter their vehicle registration number to ascertain the safety status of their airbags.
The Monkeys Melbourne CEO Paul McMillan said, “Firstly, we were thrilled to be appointed by the FCAI, and then to work with the various stakeholders to deliver a fully integrated campaign which enables public safety.
“This idea needed to provoke action with the right mix of urgency without needlessly alarming people.
“‘Don’t Die Wondering’ is powerful because it walks this line, supported by a well-defined behaviour change strategy that made it easier to act.
“It’s one thing to communicate a safety message, but our idea was to help facilitate it; to make it quicker and easier to find out if your airbag is dangerous.
“Accenture Interactive helped us create the new VIN-to-registration technology that makes checking your vehicle a seamless process.”
The fully integrated campaign launched this week and will run across broadcast, radio, press, and digital advertising and will also feature on FCAI owned social channels.
Federal Chamber of Automotive Industries communications manager Peter Brewer, added, “We are pleased to be working with The Monkeys and Accenture Interactive on this important program to raise public awareness about defective Takata airbag inflators.
“This campaign generated a number of challenges, not the least of which was a requirement to be brought to market in a highly accelerated timeframe, with input from multiple key stakeholders.
“We believe it to be a powerful and provocative message to encourage as many people as possible to check whether their vehicle is affected by this recall.
“The campaign delivers a key safety message and avenue for all motorists. Working in partnership with our affected automotive brands, the FCAI will continue to do all it can to ensure people affected by this recall make contact and have their Takata airbags replaced.”