ROAD SAFETY CAMPAIGN FOR CHILDREN PROTECT ME: TALKING PEDESTRIAN CROSSINGS

ClientLIETUVOS DRAUDIMAS
Category A07. Financial Products & Services, Commercial Public Services, B2B Products & Services
TitleROAD SAFETY CAMPAIGN FOR CHILDREN PROTECT ME: TALKING PEDESTRIAN CROSSINGS
Product/ServiceINSURANCE COMPANY "LIETUVOS DRAUDIMAS"
Entrant FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Idea Creation FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Media Placement FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
PR FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Production FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Credits
Name Company Position
Miglė Strempickė Fabula Hill+Knowlton Strategies Account Director
Aidas Puklevičius Fabula Hill+Knowlton Strategies Creative Director
Indre Sadzeviciute Fabula Hill+Knowlton Strategies Communications Assistant

The Campaign

Technology is what engaging everyone. Thus, pioneering idea was chosen – Vilnius became the first European city installing Talking pedestrian crossings. Pedestrians are being stopped from crossing the street at red light by hearing alerts, recorded by famous people. Additionally, more attention was paid to smaller cities, where even basic safety equipment is lacking.

Execution

• No local, nor international company could offer proper technology, thus, we developed and implemented Talking pedestrian crossings from scratch • Two famous influencers became our voices: rock star and TV host • In total, 4 Talking pedestrian crossings were installed near schools in Vilnius • Moreover, regional media campaign on safety topic was arranged in almost all Lithuanian municipalities (60) • Events at schools, during which more than 12 thousand kid's safety vests were donated, took place in 12 smaller regional municipalities

• During September alerts of Talking pedestrian crossings were broadcasted around 70 000 times (~ 2300 per day) • Talking pedestrian crossings were the hottest media topic – in 24 hours 42 publications/reportages appeared in press, TV, radio, online media • Behind the scene video, showing the birth of Talking pedestrian crossings, was viewed 22 thousand times • Protect me messages reached around 230 thousand people on Facebook: - engagement rate – 1.8% - impression frequency – 2 times per unique user • Overall, compared to Y2016, Protect Me communication volume increased by 15%: - 207 publications - 5.3 million reached audience

The Situation

LD started road safety campaign Protect Me in 2000 in order to achieve public concern regarding children's safety on streets. Every September LD insures each student (approx. 320 thousand per year) and implements other safety initiatives. Yet, doing that for 18 years is a challenge. Innovation – Talking pedestrian crossings – brought the campaign to the first media pages again.

The Strategy

Objectives • To boost society’s attention to children’s safety on the streets • To increase Protect me campaigns visibility in media & social media Target audience • Schoolkids all over the country