Safekids Aotearoa

Check for me




New Zealand is a beautiful country with a serious problem: Too many children were dying in preventable driveway accidents as parents and carers reversed cars without checking who was playing behind the vehicle.

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The Campaign


New Zealand has one of the world’s highest rates of child driveway deaths.

We needed to change driver behaviour to stop these tragedies.


What’s the first thing you do before you get in the car? You pick up your keys.
So we used them to create an emotional trigger.

So we used them to create an emotional trigger.

We gave parents a free photo key ring of their kids so they would check for them before starting the car.

Parents could order online or visit pop-up photo booths to get one immediately.

We promoted our key rings through TV, radio, print and online.

More than just a job

“As a mum of two, it’s frightening to think that New Zealand has one of the highest rates of children dying in driveway accidents. So when I was given the opportunity work on this brief I jumped at the chance.

The events that were organised to get keyrings into the hands of as many parents as possible were amazing - a very brave mother spoke of her own experience of losing her son.

I’m so proud that, in just three months, our 12 months’ supply of key rings ran out. But the most important measure is in the lives that have been saved. Safekids helped reduce the number of deaths from driveway accidents to zero and halved the number of injuries.

From a personal perspective this campaign was so important - a child in the same creche as my daughter was injured in a driveway accident. Thankfully she survived. But it made me realise how easily it can happen. And how important this campaign is for families everywhere.”

Julie-Ann Hedges, Media Director


50,000 parents requested key rings in week one.

300,000 requested in three months – our entire stock.

Earned media reports
Free media
$2 million


Festival of Media Global 2017
Best Not-For-Profit Campaign
Festival of Media Global 2017
The Effectiveness Award

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