QBE Insurance has launched a major new Road Safety campaign in South Australia as part of its commitment to reducing the state's road toll. It's the highest per capita in Australia, with 100 fatalities recorded last year -- a 16 per cent rise on the previous year.
With this in mind, The Core Agency developed an integrated suite of work aiming to tell the importance of road safety through a child's voice.
In developing the strategic approach for the campaign, The Core Agency, Sydney applied behavioural science theories, showing how people are more likely to make changes when large tasks are broken down into small individual ones, to appear less daunting.
People are also more likely to make positive changes if their kids ask them to, (quit smoking, drink less, eat healthier) so why not the same when it comes to driving?
The creative idea was to place South Australian children at the heart of the campaign to draw on the emotional connection with their parents. The overarching message is that if we all change one small thing about the way we drive, we can all be safe on the roads.
To bring the idea to life, The Core Agency reached out to a class of Adelaide school children, to not just appear in the creative, but also help make it. The video ad they created was then revealed to their parents at a special event at their school.
Within the creative, the children share their treasured moments captured in family photographs. These photos then become a visual metaphor for cars - crashing into trees, lamp posts, and each other. Shot in super slow-motion, the visual is intended to show how much devastation a vehicle impact can have, in particular on the families involved.
The campaign launches today and will be rolled out across South Australian commercial TV, press, digital, social and website integration.
Christian Finucane, founder & creative partner at The Core Agency said: "Road safety is a vital topic that demands personal relevance to truly engage people. Engaging children as the voice for the message gives the work a huge emotional impact."
Bettina Pidcock, chief customer officer at QBE Australia & New Zealand said: "There's nothing more important than keeping our roads safe for everyone. We hope the authenticity of this content will help this critical message cut through to drivers and encourage them to make small commitments to changing their behaviour.
QBE Insurance is amongst clients at The Core Agency including Sydney Airport, Fidelity International, Key Pharmaceuticals, Commonwealth Bank, PwC, NSW Government, Spotcap, Pet Circle, RSVP, Autosports Group and The Fred Hollows Foundation.