Hands off THE PHONE

You’d think bro­ken necks, head in­juries, col­lapsed lungs, spinal frac­tures and co­mas would be enough to make young driv­ers aware of how their driv­ing might af­fect them­selves and oth­ers. You’d be wrong!

New Zealand Marketing - - Insight Creative -

The chal­lenge

Young driv­ers us­ing mo­bile phones is one of the big­gest causes of driver dis­trac­tion re­sult­ing in ac­ci­dents lead­ing to death and se­ri­ous in­jury. Th­ese driv­ers tend to ig­nore road safety mea­sures and are dif­fi­cult to en­gage with, es­pe­cially for a pub­lic sec­tor or­gan­i­sa­tion like Auckland Trans­port ( AT).

Young peo­ple, by their very na­ture, take risks. So mak­ing be­havioural changes within this group is an ex­cep­tion­ally dif­fi­cult task.

Sig­nif­i­cant num­bers of driv­ers are reg­u­larly talk­ing, tex­ting and us­ing smart phone tech­nol­ogy while driv­ing. Stop­ping this dan­ger­ous be­hav­iour has been a ma­jor chal­lenge fac­ing AT.

The re­sponse

The prob­lem, use of smart­phones, is co­in­ci­den­tally the so­lu­tion. AT fig­ured out that har­ness­ing the po­ten­tial of dig­i­tal and so­cial me­dia in an emo­tional way was the route to in­flu­enc­ing young driv­ers. Ad­di­tion­ally AT recog­nised the im­por­tant role so­cial in­flu­encers could play in or­der to get the mes­sages ac­cepted in a peer- to- peer fash­ion.

This led to the idea of de­vel­op­ing a ‘real life’ so­cial feed for fic­ti­tious char­ac­ter So­phie. So­phie lures the viewer into her so­cial world, show­ing all the fun stuff young peo­ple get up to and the per­fect lives they pro­ject. As the feed pro­gresses, we see a post filmed while driv­ing, fol­lowed by three months of noth­ing and then a de­pic­tion of her re­cov­ery. The power lies in the fact that view­ers en­gage with her ‘good life’ feed and then are shocked at the dire re­al­ity that re­sults from the con­se­quences of her phone use.

The video ends with the hash­tag # my­phon­estopsinthe­car. While this would be a hard sell, AT hoped that the unique approach would be com­pelling enough to get trac­tion and get peo­ple talk­ing and shar­ing.

AT also tri­alled tw o rea­son­ably well- know so­cial in­flu­encers in Jay­den Daniels and Grace Palmer from Short­land Street, to push the ‘ My phone stops in the car’ mes­sage through their own chan­nels and un­der­took a lim­ited

AT recog­nised the im­por­tant role so­cial in­flu­encers could play in or­der to get the mes­sage ac­cepted.

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