Slow down to 40

Transport for NSW turned to Circus to announce a new road rule to reduce speed limits around stopped emergency vehicles.

Project:

Slow down to 40

Prequalification Category:

Digital Communication Services

Date:

In market August 2018

Budget:

$150,000 creative and production

Project:

Slow down to 40

Prequalification Category:

Digital Communication Services

Date:

In market August 2018

Budget:

$150,000 creative and production

Campaign Objectives

To ensure the safety of all emergency workers, a new road rule of ‘Slowing down to 40 when you see the blue or red flashing lights of emergency vehicles stopped at the side of the road’ needed to be succinctly and broadly delivered to motorists across NSW.

As new legislation, it was the responsibility of NSW Government to ensure the public was sufficiently aware of the change, what it involved and when it would come into effect.

Strategy

The insight is that motorists often don’t see past the rules and regulations to the reasoning behind them. Too often we see the uniform and not the person. By humanising the (many different) uniformed workers of emergency services, the campaign would create greater empathy and appreciation, creating a greater chance of engaging the audience and eliciting the desired response.

Target Audience

As the campaign related to the introduction of new legislation, it was imperative to target all road users across the state.

Execution

An integrated campaign was developed to run across digital and social channels. A dualistic approach was taken across creative. To engage and influence the behaviour of our audience, the face (and voice) of the campaign featured real Emergency Service workers. The tone of the message was sincere but not heavy handed. The message authentic and relatable, outlining the simple truth that Emergency Service workers are ‘people like you’ and are at their most vulnerable when they respond to roadside incidents. A series of content videos, conveying personal messages from Emergency Service workers, was developed specifically for owned, earned and paid social media channels.

Supporting these, were highly instructive realistic 2-dimensional animations clearly articulating the technical details of the new road rules.

Results & Outcomes

Overall, the campaign was successful at raising awareness of the new road rule. Across paid, owned and earned channels, the campaign reached 80% of NSW drivers.

The campaign achieved 85% awareness of new road rule overall, with a 70% intention rate to follow the new rule.

The major focus for social media was to engage with stakeholders to help drive incremental campaign reach and provide detailed information about the new road rule.

All seven posts scheduled between July and October 2018, featuring online videos of emergency workers, reached a total of more than 4.8 million people, shared over 32,900 times, and attracted more than 33,700 comments.

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