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abe strategist profile
Firstname/Profession
Abe
Marketing Consultant / Marketing Strategist
12 Plus years Experience
Hamilton, Wellington, Tauranga
6166

Represented: 18/10/18

Behaviour Change: Safekids Aotearoa Check For Me

About Project

Safekids Aotearoa provides practical advice based on international research, local knowledge and mātauranga, to help keep children safe from serious injuries like falls, drowning and incidents on the road.


Industries

Healthcare


Specialties

Marketing Communication, Media Planning, Media Strategy


Client

Safekids Aotearoa

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.

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Creative. Digital. Marketing. Recruitment.