Road Safety
If only one man dies of hunger, that's a tragedy. If millions die, it’s only statistics’
Joseph Stalin
In the early hours of the 2nd September 2015, Alan Kurdi, a 2 year old Syrian boy boarded an small overloaded plastic inflatable boat with his family and 12 other people to seek asylum in Europe. After 30 minutes, the boat capsized, and Kurdi and his mother and brother drowned. Kurdi's body washed ashore at 6.30am. This photo of Kurdi quickly went viral and prompted an international response to the refugee crisis.
Road Safety Campaigns to date, and the need to change the message
As Joseph Stalin cited, the death of a single person, has far more impact than the death of thousands, yet road safety campaigns consistently use statistics.
People respond to messages that they can relate to. Stories that feature women and children and stories about people in their community resonate much more strongly .
We were built to listen to stories - a new approach to road safety
The campaign below features several psychological components -
* Stories about individual people who live in their community.
* Stories that connect with you in time (each story says the day of the week that it is broadcast)
* Stories that are delivered when you are alone driving (75% of trips have only the driver in the car) or at night by yourself, listening to the radio or Spotify.
* Stories that give you time to reflect ( each audio ad is 30 seconds - the story is 20 seconds long with 10 seconds of silence at the end for the message to sink in )
Click below to listen to one week of the campaign