Saving lives and making sure we come home from every adventure

Solution

For an effective “wake-up call” in our long-term behaviour change campaign, it was crucial to grab the audience’s attention and shake them out of their apathy.

We used striking photography to highlight the risks and the importance of carrying a beacon. The campaign featured hunters and trampers being rescued — showing we’re all at risk. We highlighted statistics on phone service, weather conditions, and injuries — quickly highlighting when and why a beacon was needed.

We targeted ads based on users’ online and offline behaviour, delivering messages to hunters and trampers. Collaborating with stakeholders, we developed targeting strategies. We also provided stakeholders with assets to share across their social media and physical sites.

This collaborative approach resulted in a highly cost-effective campaign that effectively reached New Zealanders.