Safekids Aotearoa launches new ‘Check for me’ driveway safety campaign via bcg2 + Mediacom
bcg2 and Mediacom has launched a major new injury prevention campaign for Safekids Aotearoa, launched by Ann Weaver, Safekids Aotearoa director, minister for ACC, the right honourable Nikki Kaye and ACC chief executive, Scott Pickering at an event at Oranga Community Centre in Onehunga, Auckland.
The ‘Check for me before you turn the key’ campaign is a practical behaviour change message that aims to reduce the many injuries and deaths to Kiwi children in preventable driveway run overs. This TV, radio, PR and community activation based campaign aims to distribute 300,000 free photo frame key rings to the parents, guardians, family, friends and whanau of the children most at risk from injuries that can happen in their own driveways and neighbourhoods.
Says Michael Jarvis, managing director, bcg2: “Like many simple and powerful creative ideas, this campaign has gained a momentum all of its own even before the advertising campaign breaks. This important cause is gaining a diverse new network of support and goodwill as 
key partner ACC assists in driving this message deep into our communities.”
The confronting TV ad was shot by Greg Page of Flying Fish. The narrative captures the everyday truth of these preventable tragedies that kill an average of five Kiwi children every year and send one other off to hospital with life changing injuries every fortnight.
Says James Blackwood, CEO and ECD at bcg2: “It’s unfathomable to understand the devastation these accidents cause to families. There’s nothing more precious than our children. 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. ‘Check for me before you turn the key’ is a simple action to help prevent these tragic events. Personalising each keyring with a photo of your kids gives it the power to potentially save lives.”
The TVC goes to air this Sunday the 25th on the free to air network channels.
Says Weaver: “Alongside Starship Foundation, ACC has come on board as a major partner for this campaign. 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.”
Bcg2
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
Mediacom
Managing Director: Nigel Douglas
Media Manager: Gary Fitzwilliam
Flying Fish
Director: Greg Page
Producer: Kerin Casey
Agency Producer: Marty Collins
Safekids Aoteroa
Director: Anne Weaver
Alessandra Françóia: Injury Prevention Advisor
Anthony Rola: Marketing and Communications Co-ordinator
11 Comments
Nice one Marc and Phil.
Good ad for a great idea clever simple solution
That’s a big blowy pr for simple smart
nicely put together mini drama, good stuff greg fish
How often is this happening that it’s necessitated a specific campaign?
While once may be once too many, surely this doesn’t even feature in the top 50 of accidental child deaths?
Great idea. heart-felt prevention message.
Hello Question: The deaths are comparatively rare, but the incidents of injury are actually quite common – on average once a fortnight. They tend to be terrible crush injuries that may require months of rehabilitation, or leave kids disabled for life & families disrupted or torn apart as a result. The truth is that NZ rates of these incidents are among the worst in the OECD with kiwi kids way more likely to become victims than Aussie kids. The fact that an evidence based organisation like ACC backed the idea gives you an idea of the long term costs to NZ and the communities where these events are overrepresented. As a dedicated Child injury prevention charity Safekids have regularly run education & awareness campaigns on this issue – so this isn’t a one off. It’s a new way to trying to ensure fewer kiwi kids, their families, friends & whanau stay safe around their own homes. Thanks A
A response to question’s question: this is not a scam.
Only the big agencies can afford those.
I’m not suggesting it’s a scam, but I am suggesting it’s a non-issue and one that some keyrings are unlikely to affect anyway.
At 30 injuries and deaths per year, you’re looking at it affecting at most 3 in 1000 children up to age 5 (that’s assuming 100,000 in that group, it’s likely closer to 200,000 – see the census website).
If you’re unaware enough to A. allow your 2 year old into the driveway and then B. reverse over them, I don’t think you’ll be putting your keys onto a free keyring someone hands you. And I doubt you’d look at it as you start your car either…
It’s great that you have a line that rhymes for your keyrings, but let’s check in next year and see what impact it’s had.
Hey F*£k Face, what’s your problem?
Sniffs of something personal. As such a fountain of stats and knowledge, how about revealing yourself?
This is a simple idea to promote the correct action. The line and the keyring live independently. Running down the ‘unaware’ness of the market is just arrogant.
Accidents happen – even to bitchy ad guys.