Safekids Aotearoa, in partnership with ACC and the Starship Foundation, has released a new campaign via bcg2 and Mediacom, with the aim of preventing Kiwi children from being hit by cars on driveways through methods as simple as having a key ring with a safety message and your child’s picture on it.
The campaign, called ‘Check for me before you turn the key’ is trying to change the behaviour of drivers by offering a practical behavioural change message to reduce injuries and deaths to Kiwi children in preventable driveway accidents.
In a TVC for the campaign, a father is heading out the door and goes to jump in his car as his son is perched right behind it playing on the driveway. But before he does he jumps in the car he informs a scared audience that they shouldn’t worry because it’s “not one of those ads”, and presents his Safekids key ring.
The campaign spans over TV, radio, PR and community activations and aims to distribute 300,000 free photo frame key rings to the parents, guardians, family and friends of the children most at risk from injuries that can happen in their own driveways and neighbourhoods, the release says.
The key rings can be ordered for free on the Safekids website.
The ad was shot by Greg Page of Flying Fish and attempts to capture the everyday truth of these preventable tragedies that kill an average of five New Zealand children every year and send one other off to hospital with life-changing injuries every fortnight.
“It’s unfathomable to understand the devastation these accidents cause to families. There’s nothing more precious than our children”, bcg2 chief executive and executive creative director James Blackwood says.
“We wanted to avoid using fear or guilt as a motivator. This campaign is about simple positive behaviour change at the most critical moment - when the car is about to be in motion. The insight was to create a moment of awareness when outcomes can still change for the better,” he says.
“‘Check for me before you turn the key’ is a simple action to help prevent these tragic events. Personalising each key ring with a photo of your kids gives it the power to potentially save lives.”
Safekids Aotearoa director Ann Weaver says: "As New Zealand’s national child injury prevention service we’re turning up the volume to reduce these statistics by launching our new campaign. It is designed to make drivers think twice every time they grab the keys to head off in their cars. But to be successful in these kinds of campaigns it is about partnership, strategic relationships and a commitment to work together to prevent these injuries in our communities.”
The TVC goes to air this Sunday on October 25 on the free-to-air network channels.
Writer: Phil Parsonage
Art director: Marc Chetcuti
Creative Director: Robin Powel
ECD & CEO: James Blackwood
Director strategy & planning: Abe Dew
Managing director: Stuart Ogden
Account director: Deborah Cashmore
Director: Greg Page
Producer: Kerin Casey
Agency producer: Marty Collins
Director: Anne Weaver
Injury prevention advisor: Alessandra Françóia
Marketing and communications Co-ordinator Anthony Rola