Case Studies and Campaigns
Towards Zero Case Study
Towards Zero is a vision for a future free of deaths and serious injuries on Victoria’s roads. Drink driving is one of the biggest killers on Victoria’s roads, with around 1 in 5 drivers and riders killed having a Blood Alcohol Concentration (BAC) over the legal limit of 0.05 (5 year average). Alcohol can affect us in different ways from one day to the next – this means there’s never a safe amount to drink when you’re planning to drive. If people avoid driving after drinking, the number of road fatalities could be reduced by up to 20%.
AIMS AND OBJECTIVES
This campaign specifically aims to raise awareness of the risk in drinking and driving. At 0.02 to 0.05 the ability to see or locate moving lights correctly is diminished, as is the ability to judge distances. The tendency to take risks is increased too. A BAC of more than 0.05 reduces one’s ability to react and concentrate, whilst a BAC of more than 0.08 means drivers are 5 times more likely to have an accident than before they started drinking. At 0.12 drivers are up to 10 times more likely to have an accident.
Convenience Advertising developed a narrowcast strategy to reach the wider Ballarat community across and in the lead up to the Ballarat ‘Festival of Footy’. Messaging was placed in locus of engagement venues across the City of Ballarat. In addition to the A4 messaging that was placed within venue bathrooms, drink coasters and bar mats were also supplied to all licensed venues, reinforcing the message to keep drinking and driving separate in multiple areas of the venue.
What our venue managers are saying about the “Towards Zero Campaign”
- “Good Initiative. Very well done campaign, sends the right message.”
- “Great in your face message and artwork. The artwork is very clear and relevant. The black background depicts drink driving as being a bit dark or even morbid.”
- “This message is very relevant to Ballarat. Drink driving can be secretly a bit of an issue. If young people take the message on board it would help a lot.”
- “Promoting responsible drinking and driving is always welcome. Some patrons still think they can drink light beer and be ok to have double the amount and be under the limit to drive.”
- “Great cause and very important message to get out. All drink driving messages are relevant for our patrons.”
Go4Fun Case Study
Between 1985 and 1995 the rate of childhood overweight doubled and obesity tripled in Australia. Currently, 1 in 4 Australian children are considered to be overweight or obese. The Go4Fun program is a 10 week healthy lifestyle program for children aged 7 – 13 in NSW who are above a healthy weight range. The program is designed to address eating habits, fitness habits and the self-confidence of the child.
AIMS AND OBJECTIVES
The South Western Sydney Local Health District initiated the campaign to promote the Go4Fun program, providing details of the benefits and key locations of the program in the South Western Sydney region. The objective of the campaign was to drive participation and enrollment.
A4 panels, accompanied by takeaway cards, were placed in two shopping centres in South Western Sydney. Signs were placed in both male and female bathrooms, with a skew towards the female audience to target mothers.
Responsible Drinking Awareness Program
Client: DrinkWise Australia
Campaign: How to Drink Properly
Call to Action: Reach 18-24 year old drinkers and share the message of drinking in moderation
Note: The DrinkWise Australia campaign won two Australian Effie Awards, in the ‘Not-For-Profit / Cause Related Marketing’ category and ‘Most Original Thinking’.
White King Bleach Tablets Campaign
Campaign: White King Bleach Tablets
Call To Action: To promote Pental’s new White King laundry powder tablet range to women in shopping centres.
Campaign: No Excuse Needed
Call to Action: To join the 61% of young Victorians who don’t drink to get drunk!
RMS Plan B Campaign
Client: Roads and Maritime Service
Campaign: Plan B
Call To Action: To make licensed venue patrons think ahead and prepare a Plan B before they start drinking.
Client: iNova Pharmaceuticals
Call to Action: Promote HiPrex as the leading UTI consumer health product to women aged 18-54 years.
The Heart Foundation Remote Strategy
Client: The National Heart Foundation
Campaign: Warning Signs Remote Strategy
Call to Action: To reach people living in remote areas to raise awareness of the symptoms of a heart attack and to call 000 in hard-to-reach/remote areas such as Maningrida, Galiwinku, Birdsville, Coober Pedy, and Bourke.
PIRSA Fruit Fly Campaign
Client: Primary Industries and Regions SA (PIRSA)
Campaign: Fruit Fly Awareness
Call to Action: To reach travellers prior to entering the South Australian fruit fly exclusion zone to dispose of fruit and vegetables in rest stops, service stations and roadhouses in areas from Bordertown to the Nullabor.
Beyond Blue/Smiling Mind Mind the Bump Campaign
Client: Beyond Blue
Campaign: Mind Your Bump App promotion
Call to Action: To help women individuals and couple support their mental and emotional wellbeing in preparation for having a baby and becoming a new parent.
Vaccination And Immunisation Awareness
Client: Queensland Health
Campaign: On-Time Vaccination Matters
Call to Action: Highlightig the importance of vaccinating children on the vaccination due date.
Register To Be A Foster Carer
Campaign: Big Hearts Needed
Call to Action: Call for Queesnlanders to make room in their hearts and homes by fostering children. Register as a foster parent in South East Queensland.
Wet Wipes Awareness Campaign
Client: Hunter Water
Campaign: Keep Wet Wipes out of Pipes
Call to Action: Raise awareness about the issue of wet wipes causing major pipe blockages and ruptures. The campaign builds on growing worldwide momentum against flushing wet wipes, reminding people to instead put them in a garbage bin
Client: Commonwealth Department of Human Services and Health
Campaign: “Don’t Be Shame Be Game” Sexual health and the prevention of HIV/AIDS
Call To Action: To promote sexual health.
Hepatitis C Campaign
Client: Aboriginal Drug and Alcohol Council
Campaign: How Hep C is transmitted – Methods to reduce transmission
Call To Action: To inform of the risks and mode of transmission of Hepatitis C
Youth Health Program
Client: Queensland Health
Campaign: It’s OK to call for Help: Combating Youth Suicide in QLD
Call to Action: To facilitate help-seeking behaviour among youth
Youth Health Program
Client: Vic Roads
Call to Action: To educate young drivers about the possible dangers of illicit drug use and driving. and to signpost the Vic Roads sponsored freecall drugs and driving information line
Client: Commonweatlth Department of Human Serices and Health
Campaign: Sexual Health – Youth
Call To Action: To educate and inform Australian youth about safe sex, condom use, and HIV/AIDS
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