Adaily Inspiration Week #20: Addressing safety
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For this week we chose campaigns for “addressing safety” campaigns. Below you can find our 5 picks, but if you want to see more just click direct link to query » HERE «
1. Be Safe Be Late - Volvo
Volvo did the "Be Safe, Be late" campaign using the concept of employer support to eliminate stress and make roads safer.
Famousgrey Brussels • 2021 • Cars • Belgium • Europe
Challenge
The challenge of this campaign was to generate awareness and promote Volvo's inclusive approach to safety, focusing on the first day of school as a significant moment when road safety becomes a personal concern for parents. The aim was to eliminate stress as a major cause of road accidents by encouraging employers to allow their employees to be late on the first day of school, thereby reducing rush and making the roads safer for everyone. The campaign also aimed to create a cultural impact and shift the societal perception of safety beyond just car features.
Target Group
The target group of the "Be Safe, Be Late" campaign by Volvo was parents, specifically those who are responsible for dropping off their children at school on the first day of the school year. The campaign aimed to raise awareness among parents about the stress they experience during this time and encourage employers to be understanding and allow their employees to be late on the first day of school.
Idea
The main idea of the campaign was to raise awareness about road safety and eliminate a significant cause of road accidents - stress. The campaign focused on the first day of school and encouraged employers to reassure their employees that it's okay to be late on that day, in order to reduce the stress of parents commuting to work after dropping off their children at school. The campaign message was "Be safe, be late" and aimed to make the roads safer for everyone by reducing driver stress.
Results
The "Be Safe, Be Late" campaign by Volvo aimed to eliminate stress-induced driver accidents by encouraging employers to allow their employees to be late on the first day of school. The campaign achieved notable results: - Over 200 companies participated in the campaign, spreading the "Be Safe, Be Late" message to more than 30,000 employees through personalized toolkits. - The campaign reached a wide audience, with 1.7 million parents being exposed to the message. - In addition to the paid media campaign on social channels, the campaign received support from relevant parent influencers who promoted the action through their own channels. - The campaign generated significant media coverage, with traffic experts and Volvo spokespersons being present on radio morning shows nationwide. - The campaign sparked a nationwide discussion on work-life balance and its impact on road safety. These results indicate the successful dissemination of the campaign message and the engagement of both employers and the general public in promoting safer road practices.
Links
2. “Safety Hub” - NRMA Insurance
NRMA Insurance did a Safety Hub campaign using a unique rewards system for completing safety tasks.
CHE Proximity Melbourne • 2019 • Insurance • Australia • Oceania
Challenge
The challenge of the NRMA Insurance Safety Hub campaign was to engage customers and drive loyalty by offering a unique insurance experience that goes beyond discounts and points. The goal was to shift the focus from paying out claims after a disaster to rewarding customers for demonstrating safe behavior that prevents disasters from occurring in the first place. By identifying the greatest risks to Australian homes and creating personalized safety tasks, NRMA Insurance aimed to incentivize customers to take steps to reduce their exposure to these risks. The challenge was to design and implement a platform that effectively communicated these tasks to customers, tracked their completion, and provided appropriate rewards. Additionally, the campaign aimed to change customer perception of NRMA Insurance, positioning the company as a proactive and customer-centric insurer.
Target Group
The target group of the NRMA Insurance Safety Hub campaign was NRMA Insurance home and motor insurance customers. The campaign aimed to engage these customers and incentivize them to take safety measures to prevent potential disasters.
Idea
The main idea of the NRMA Insurance Safety Hub campaign was to engage customers by rewarding them for demonstrating safe behavior that prevents disasters in their homes and on the road. Instead of traditional loyalty rewards based on tenure or number of policies, NRMA Insurance created a platform that provided personalized safety tasks to customers, such as checking for faulty hoses or cleaning gutters. Customers were rewarded for completing these tasks, and in some cases, NRMA Insurance covered the cost of necessary repairs or replacements. The campaign aimed to change the perception of insurance from a begrudging purchase to a proactive and valued service that helps make the world a safer place.
Results
The NRMA Insurance Safety Hub campaign achieved impressive results. After launching the app to 156,000 NRMA Insurance home and motor insurance customers, over 4,700 safety tasks were completed, resulting in the prevention of hundreds of thousands of dollars in potential claims. Notably, the campaign generated high levels of customer satisfaction. According to surveys, 79% of customers viewed NRMA Insurance as a more proactive insurer, 68% felt more valued as a customer, and 82% were more likely to recommend NRMA Insurance to others. Feedback from NRMA Insurance customers was overwhelmingly positive, with many expressing appreciation for the proactive approach and feeling valued by the company. The Safety Hub app was seen as a unique and valuable offering that distinguished NRMA Insurance from other companies in the market. Overall, the campaign successfully engaged customers, empowered them to take control of their safety, and contributed to making Australia a safer place to live.
Links
3. “Safelist” - Movistar
Spotify did a campaign called Safelist, using recorded conversations as a playlist to increase women's sense of security during cab rides at night.
VMLY&R Santiago • 2022 • Telco operator • Chile • LATAM
Challenge
The challenge of this campaign was to address the rising issue of harassment towards women on private transportation in Chile and provide a sense of security for women traveling at night. The campaign aimed to overcome the fear that women have when taking cabs by simulating conversations between the woman and a supposed family member or friend, making it appear as if someone is waiting for her arrival. The campaign also aimed to raise awareness about the issue of harassment and provide support for women who have been victims of abuse in private transport. The overall challenge was to reach a large number of women without the initiative becoming widely known, while also providing psychological and legal support to those who need it.
Target Group
The target group of this campaign was women in Chile who frequently use private transportation, specifically taxis, especially during late-night hours. The campaign aimed to address the rising issue of harassment and increase women's sense of security when traveling by cab.
Idea
The main idea of the Safelist campaign was to provide women with an experiential sense of security when traveling by cab in Chile. It transformed Spotify into an audio tool by creating a playlist of recorded conversations simulating real-life interactions between the woman and a supposed family member, partner, or friend waiting for her arrival. These conversations were designed to be played during the cab ride and provided women with a readable script to follow, increasing their sense of safety. The campaign aimed to reach as many women as possible through social media, bars, universities, and collaborations with women-centric brands, while also offering support and resources to women who have experienced harassment or abuse in private transportation.
Results
The Safelist campaign had successful results. It was able to reach a wide audience, with 300,000 plays on Spotify. The playlist was specifically targeted towards women traveling between 22:00 PM and 4:00 AM, the time period when they feel the most vulnerable. The campaign generated positive word-of-mouth, as the playlist was listened to by a user base consisting of 100% women. The concept of the playlist, which simulated real conversations between the woman and a family member or friend, was well-received. According to Spotify analytics, 37% of women talked to their "father" and 27% talked to their "boyfriend" during their rides, indicating that the playlist effectively created a sense of security and comfort for these women. In addition to the playlist, the Safelist campaign also collaborated with the Honra foundation to provide support for women who have experienced harassment or abuse in private transportation. This included psychological and legal assistance to help them address their situations. The Safelist campaign continues to operate, with the goal of addressing the issue of harassment in cabs until it is no longer a problem.
Links
4. “Helmet Has Always Been A Good Idea” - Danish Road Safety Council
The Danish Road Safety Council did a campaign using Vikings to highlight the importance of wearing a helmet while cycling.
&CO Copenhagen • 2021 • NGO - safety • Denmark • Europe
Challenge
The challenge of this campaign was to promote helmet usage among cyclists in Copenhagen, specifically targeting the age group of 25-55, primarily men. Despite the high prevalence of cycling in the city, helmet usage was relatively low, with only 47% of cyclists wearing a helmet. The Danish Road Safety Council aimed to increase helmet usage to 52% by 2023. The main hurdle was the perception of helmets as unattractive or inconvenient, driven by vanity and excuses such as helmet discomfort or hair damage. The campaign needed to address these concerns and motivate cyclists to prioritize safety over appearance.
Target Group
The target group of this campaign was cyclists in cities, specifically those aged 25-55, primarily men.
Idea
The main idea of the campaign was to use humor and the iconic image of Vikings to poke fun at the excuses people use for not wearing helmets while cycling. By highlighting the absurdity of these excuses, the campaign aimed to raise awareness and encourage more cyclists to wear helmets for their own safety.
Results
The campaign had a significant impact on promoting helmet usage among cyclists in Denmark. The campaign reached 41% of the Danish population, with 9 out of 10 people who saw the film agreeing with the message that wearing a helmet is important for head protection. Furthermore, 86% of viewers reflected on the fact that wearing a helmet was more important than vanity. This indicates a shift in mindset and an increased awareness of the importance of helmet usage. The campaign also had a strong influence on the purchasing behavior of non-users. One-third of non-users seriously considered purchasing a helmet after seeing the film, and 4% of non-users actually went ahead and purchased a helmet as a result. The campaign's likability was also remarkable, with an 87% approval rating. It generated organic reach of 84% and one in five people engaged in conversations with others about the campaign. Overall, the combination of humor and Vikings proved to be an effective strategy in promoting helmet usage and changing behaviors among cyclists in Denmark.
Links
5. “Be Safe Collection” - Česká spořitelna
Ceská spořitelna did an online guerrilla campaign using garments with online safety tips as a twist.
VMLY&R Czechia Prague • 2023 • Bank • Czech Republic • Europe
Challenge
The challenge of this campaign was to raise awareness about online fraud and promote financial security in a unique and engaging way. The goal was to educate the public about the risks of online scams and provide them with practical tips on how to stay safe. The challenge was to find a way to reach a wide audience and grab their attention amidst the constant noise of advertising messages. Additionally, the campaign needed to be cost-effective and generate positive acceptance from the target audience.
Target Group
The target group of this campaign was individuals who use the internet for their financial transactions and may be vulnerable to online fraud. This includes people of various demographics, such as young adults, professionals, and seniors, who may not be aware of the risks and precautionary measures to take when conducting online transactions.
Idea
The main idea of the campaign by Česká spořitelna was to raise awareness about online fraud and promote financial security. Instead of traditional advertising, they chose to create a collection of garments with tips on how to be safe online and avoid scams. By "hacking" the platform and using the active community, they turned clothing into a medium to spread their message and transformed an online selling platform into a space that supports prevention. This guerrilla campaign not only brought them free media space but also garnered positive acceptance from the audience.
Results
The main idea of the campaign by Česká spořitelna was to raise awareness about online fraud and promote financial security. Instead of traditional advertising, they chose to create a collection of garments with tips on how to be safe online and avoid scams. By "hacking" the platform and using the active community, they turned clothing into a medium to spread their message and transformed an online selling platform into a space that supports prevention. This guerrilla campaign not only brought them free media space but also garnered positive acceptance from the audience.
Links
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