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.
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.
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.