Issue

The task was to shift public opinion from fatalism and pity about driveway run overs by emphasising prevention to support individual responsibility for kids’ safety.

Insight

- Identify the moment when outcomes can change & own it.

- Once you’re driving it’s too late; you can’t see kids or hear family members. The moment our message can change outcomes is just before a key enters the ignition.

Idea: Check for me before you turn the key.

Check for me before you turn the key highlights behaviour change & ties it to the love parents have for their kids with a customised keyring featuring their child's image. TV and a built to last digital and community activation campaign of parent and carer education spread the message through grassroots organisations.

Impact

- In week 1, 50,000 keyrings were ordered and all 300k were used within 6 months with

100k more to meet continued demand: 133% of the original annual stretch target.

- In the 18 months post launch there was only 1 driveway run over death, hospital

admissions halved, the lowest level in a decade and 70% fewer incidents in 2017.

- Check for me won multiple local and global Strategic excellence awards, 3 EFFIE awards,

Gold and Silver NZDM Awards, and multiple Gold Beacons Media Awards.