Latvian Railways Outdoor, Digital, Case study ` Senior` Campaign Look. Listen. Live! by TBWA\ Riga

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` Senior` Campaign Look. Listen. Live!

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Industry Railways, Public Safety, Health & Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market Latvia
Agency TBWA\ Riga
Creative Director Edijs Vucēns
Art Director Inta Brūniņa
Copywriter Zane Jēgere
Released May 2016

Awards

Golden Hammer 2017
PR Pr Driven Integrated Campaign Diploma

Credits & Description

Entrant Agency: Tbwa\Latvija
Client: Latvian Railways
Brand: Latvian Railways
Product/service: Railway Infrastructure
Advertising Agency: Tbwa\Latvija
Other Agency: Mrs Grupa
Account Director: Inga Jerzjukova
Account Director: Marta Kaprāle
Creative Director: Edijs Vucēns
Copywriter: Zane Jēgere
Art Director: Inta Brūniņa
Pr Specialist: Līva Jēgere
Release Date: 26.05.2016
Synopsis:
The number of senior railroad victims is increasing in Latvia. As almost all railroads are openly approachable, seniors need to rely on their senses in order to be safe, but instead they make risky choices and behave irresponsibly.
As the senior’s abilities are becoming weaker and they mostly listen to doctors or children, we used children as doctors to test their abilities and give a reality check.
Each media channel (TV, print, radio, web, event) was used to test senior’s abilities in sight, hearing and reaction and create awareness regarding their actual abilities around railroads.
More than 100 publications (earned media), coverage on national media and news portals. 450 real-life health inspections took place and some children started to challenge their grandparents at home. The TV spot was adapted in 7 countries and most importantly - the number of accidents in Latvia dropped by 30%.