Hidden amongst a full line up of summer music events is a new OOH campaign promoting safer partying behaviors, brought to you by Red Frogs New Zealand with the help of creative studio Daylight.
Disguised as festival posters, ‘Send it Safely’ aims to deliver words of wisdom to our young people in a variety of genres and has been running nationwide since late December.
Established for the Australian-based ‘Schoolies’ in 1997, Red Frogs is now a global support network dedicated to providing a positive presence in alcohol and substance fueled environments. With chillout zones and hundreds of volunteers roaming summer festivals, Red Frogs keeps patrons hydrated, fed, all while supporting medical teams and providing overall crowd care.
Says Ray Thomson, Red Frogs New Zealand director, “we’re all about being proactive not reactive – the fence at the top of the cliff. This is a clever way to talk to our rangatahi before they arrive at events, helping to extend our harm prevention mission far beyond the festival gates.”
Each poster focuses on a different festival scenario, with safety messages woven throughout the lineup copy. It covers everything from your first time at a festie to looking after cooked mates, knowing when to call it a night, and how to deal with a creepy stranger in the crowd.
Says Charlie Godinet, ECD at Daylight, “there’s nothing wrong with a full send, as long as you look after yourself and others. The Red Frogs crew are absolute legends for what they do, volunteering their time to ensure safe party times – mahi Daylight is proud to get behind.”
Red Frogs activations will be at music festivals and university O-weeks throughout the summer, with the campaign running in support.
Client: Red Frogs New Zealand
Creative Studio: Daylight
Media: Jolt, Phantom and Shout.