QBE Insurance has today launched a major new Road Safety campaign in South Australia as part of its commitment to reducing the state’s road toll.
It’s the highest per capita in Australia, with 100 fatalities recorded last year — a 16 per cent rise on the previous year.
With this in mind, The Core Agency developed an integrated suite of work aiming to tell the importance of road safety through a child’s voice.
In developing the strategic approach for the campaign, The Core Agency applied behavioural science theories, showing how people are more likely to make changes when large tasks are broken down into small individual ones, to appear less daunting.
People are also more likely to make positive changes if their kids ask them to, (quit smoking, drink less, eat healthier) so why not the same when it comes to driving?
The creative idea was to place South Australian children at the heart of the campaign to draw on the emotional connection with their parents.
The overarching message is that if we all change one small thing about the way we drive, we can all be safe on the roads.
To bring the idea to life, The Core Agency reached out to a class of Adelaide school children, to not just appear in the creative, but also help make it.
The video ad they created was then revealed to their parents at a special event at their school.
Within the creative, the children share their treasured moments captured in family photographs. These photos then become a visual metaphor for cars – crashing into trees, lamp posts, and each other.
Shot in super slow-motion, the visual is intended to show how much devastation a vehicle impact can have, in particular on the families involved.
The campaign launches today and will be rolled out across South Australian commercial TV, press, digital, social and website integration.
The Core Agency founder & creative partner Christian Finucane said: “Road safety is a vital topic that demands personal relevance to truly engage people. Engaging children as the voice for the message gives the work a huge emotional impact.”
QBE Australia & New Zealand chief customer officer Bettina Pidcock said: “There’s nothing more important than keeping our roads safe for everyone. We hope the authenticity of this content will help this critical message cut through to drivers and encourage them to make small commitments to changing their behaviour.
QBE Insurance is amongst clients at The Core Agency including Sydney Airport, Fidelity International, Key Pharmaceuticals, Commonwealth Bank, PwC, NSW Government, Spotcap, Pet Circle, RSVP, Autosports Group and The Fred Hollows Foundation.
Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]
With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]