< 2020 부산국제광고제 Grand Prix - Belted Survivors >

 

뉴질랜드에서 무분별한 운전으로 인한 교통사고로 많은 사람이 목숨을 잃습니다.

그런데 사망하는 이들의 대다수는 건강한 청년이라는 것을 아시나요?

 

 

뉴질랜드의 젊은 청년들은

안전벨트가 아이들이나 노인들 혹은 약자들이나 매는 것이라고 생각했습니다,

 

만약 안전벨트를 맸다면 그 청년 사망자들 중 40%는 목숨을 구할 수 있었을 것이라고 하는데요,

 

뉴질랜드에서는 이를 막을만한 방안이 필요했습니다.

그러던 중 교통사고를 당한 사람들의 대다수가 자신이 어떻게 살아남았는지

자신의 영웅담을 말하고 싶어한다는 사실을 알아냈죠.

 

또 사고를 당했단 사실에 마치 영웅담을 얘기하듯 살을 붙여

부풀려 얘기하는 것을 좋아한다는 사실도 알 수 있었습니다.

 

 

그래서 이것을 반대로 이용해

안전벨트의 “막강한” 측면을 부각시키기로 했는데요,

 

 

바로 사고의 흔적으로 흉터가 생긴 생존자들의 몸에

안전벨트를 맸던 자국을 일부러 진하게 그려 넣고

그들이 목숨을 구한 것은 바로 “안전벨트 덕분이었다”는 메시지를 전달하는 것입니다.

 

 

그 결과 공익광고라면 으레 코웃음을 치면서 외면하던

젊은 운전자들의 관심을 끄는데 성공적이었습니다.

 

 

안전벨트 생존자(Belted Survivors) 캠페인은

젊은 청년들에게 강력한 메시지를 제시했고

실제로 교통사고를 당했던 이들 사이에서도 입소문을 타 소셜미디어를 통해 공유되었습니다.

 

안전벨트의 중요성을 교통사고의 실제 생존자들을 활용해 진정성 있게 전달하고,

교통사고의 피해자들을 안전벨트가 가진 힘과 기능을 효과적으로 강조할 수 있었죠.

 

 

또 실제 교통사고 생존자들이 생존기를 공유하면서

다른 운전자들도 그들처럼 올바른 결정을 내리도록 자극한 것이죠.

 

그 결과 안전벨트는 개개인의 생명과 직결되는 존재라는 것을 각인시키고

덩달아 안전벨트의 인식개선에 긍정적인 효과를 이끌어 내어,

전 세계적으로 5억명 이상에게 감명을 주는 성공적인 캠페인으로 거듭났습니다.

 

 

안전벨트가 그들의 인생에 긍정적인 영향을 줄 수 있다는 것을 보여주며

안전벨트의 이용을 독려한 캠페인, Clemenger BBDO Wellington의 Belted Survivors였습니다.

 

 

 

 

✔Category: Diverse Insights

✔Brand : NZ Transport Agency

✔Name of Company : Clemenger BBDO Wellington

 

Live hard. Crash harder. Staunch young males make up the majority of NZ’s unrestrained crash fatalities. They reckon seatbelts are for kids, the elderly, the weak. It’s an unnecessary accessory that dents their manhood. 40% would’ve survived if they’d been belted up. Their perception of seatbelts needed to shift from a sign of weakness to a tool for survival. Seatbelts needed to be rebranded with a new image: a tougher one. But this rebellious, rule-breaking, anti-establishment audience would switch off at the first hint of safety messaging. They won’t listen to a government PSA. But they do listen to and respect their peers. To connect with them, it had to come from our target audience themselves.

We knew our audience liked talking about their injuries. Proof of their toughness. And we knew they loved sharing gnarly shit over their feeds. So we leaned into the brutal side of seatbelts, with confronting content we knew our audience couldn’t look away from, or resist sharing. In partnership with VICE, a national call-out gathered hundreds of real stories from crash survivors who had a seatbelt to thank. They became advocates for our message, owning the campaign, giving our message undeniable cred, and delivering it straight into their mates’ feeds. They called out to mates to make a good call like them, and for other survivors to share their own tales of survival or pics of their own badges of honour, who then encouraged more mates to do the same.

With over half a billion impressions worldwide, Belted Survivors has resonated back where our hard-to-reach audience is centred, in provincial New Zealand. Recall of Belted Survivors is nearly 3x higher amongst young males than the general population. And nearly 4x higher than previous seatbelt campaign recall. For an audience who usually skip or keep scrolling, Belted Survivors saw a 540% increase in audience engagement, compared to NZ Government standards for social marketing to this audience. The campaign also inspired a long-term initiative with the NZ Police, with survivors partnering in the development of workshops focused on seatbelt safety. Their stories have inspired hundreds of others to share their own tale of survival at beltedsurvivors.nz.

Real crash survivors proudly wore their seatbelt wounds as badges of honour; confronting marks of survival that proved there’s nothing soft about seatbelts. Belted Survivors gave our audience powerful proof they couldn’t deny, delivered over social by peers who’d lived through a crash themselves. Using the real survivors of crashes to authentically deliver our message for us, and transforming crash ‘victims’ into powerful advocates of strength, survival, and of making the right call. Who then encouraged thousands more survivors like them to share their own tales of survival, too. Using the influence of real survivors around the world to encourage their own mates to make a good call like them – and for the first time, making the positive impact a seatbelt can make personally relevant.