#CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS

ClientDEUTSCHE VERKEHRSWACHT E.V.
Category A07. Not-for-profit / Charity / Governemt
Title#CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS
Product/ServiceROAD SAFETY
Entrant JUNG VON MATT Hamburg, GERMANY
Idea Creation JUNG VON MATT Hamburg, GERMANY
Production JUNG VON MATT Hamburg, GERMANY
Additional Company DEUTSCHE VERKEHRSWACHT E.V. Berlin, GERMANY
Credits
Name Company Position
Till Eckel Jung von Matt AG Executive Creative Director
Florian Schwalme Jung von Matt AG Creative Director
Frances Rohde Jung von Matt AG Creative Director
Johannes Hicks Jung von Matt AG Creative Director
Ole Nagatis Jung von Matt AG Senior Concept Creative
Sarah Dornieden Jung von Matt AG Senior Art Director / Digital
Nils Frankenbach Jung von Matt AG Art Director / Digital
Mandy Veloso Jung von Matt AG Art Director
Laura Hess Jung von Matt AG Junior Art Diretor
Nina-Pascale Hinkelmann Jung von Matt AG Senior Project Manager
Praxilla Hanke Jung von Matt AG Junior Project Manager
Sven Schrader Freelancer Photographer
Matthias Henke Freelancer Camera Assistant
Ali Naddafi Jung von Matt AG Videographer
Laura Imkamp Jung von Matt AG Videographer
Martin Schlösser Jung von Matt AG Assistent Videographer

Why is this work relevant for Direct?

The Crashtag initiative succeeds where current traffic education campaigns fail as young people not only were the target group, but also its multipliers. It manages to directly engage them for a rather unpopular issue.

Background

Fatal accidents mostly happen as a result of being distracted while driving. In Germany, 80% of young drivers still use their smartphones at the wheel. But dramatic reports and serious warnings from persons of authority don’t seem to have any effect. Deutsche Verkehrswacht, Germany’s federal Road Safety Organization, asked us to finally wake up young drivers and to warn them of the high risk they’re taking.

Describe the creative idea (30% of vote)

A powerful symbol, the ever-present memorial cross, seen all too often on roadsides all over Germany, was re-fashioned for the Instagram generation into a sharable and personalizable memorial hashtag - the Crashtag.

Describe the strategy (20% of vote)

Checking social media status updates while driving instead of checking the road is a huge danger. Current traffic education and information campaigns keep failing to give young drivers a true wake-up call. Persons of authority don’t have enough influence to change their behavior. This is why the Crashtag initiative successfully engaged the most powerful influencers for young people on Instagram: other young people on Instagram. Thus, young people not only built the core of the campaign, but they also were multipliers for the key message: Check the road, not your phone!

Describe the execution (20% of vote)

We made the Crashtag visible on city streets, country roads and Street View, but most importantly on Instagram. There, we gave young people the opportunity to send their friends a picture of a Crashtag with their names written on it. A direct and personal warning message to truly shake them up and let them know they care about their safety.

List the results (30% of vote)

Hundreds of pre-produced and personalized Crashtags, bearing the most common first names, were shared in their thousands. Even car-influencers took notice and publicly promised to put their phones away while driving. Crashtag then led to something much bigger: It officially became part of the German Police's information campaign. And they’re still using it now, both online and locally, to warn all people of one of the highest risks on the road.