MOMENT TO SAVE by Domo, Fleishman Hillard, Incomm Brodeur for KOREAN COMMUNICATIONS CONSORTIUM

MOMENT TO SAVE

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Industry Public Safety, Health & Hygiene, Traffic safety
Media Promo & PR, Case study
Market South Korea
Agency Domo
Agency Fleishman Hillard
Agency Incomm Brodeur
Released August 2012

Credits & Description

Category: Public Sector
Advertiser: KOREAN COMMUNICATIONS CONSORTIUM
Product/Service: PUBLIC SERVICE
PD/General Manager: Yun-Hyuk (Hugh) Choi (DOMO)
PM/Account Manager: Min-Jeong (Sylvia) Shin (Fleishman-Hillard Korea)
PM/Senior Account Executive: Mi-Jeong (Amelly) Yoon (DOMO)
Motion Graphic Designer: Je-Yong (Josh) Moon (INCOMM BRODEUR)
Communication Designer: Na-Hyun (Natalie) Kim (DOMO)
Media placement: Feature Articles - Chosun Ilbo, Hankook Ilbo, Dong-a Ilbo, Yonhap(News Wire), Seoul Economic Daily, - 12 Feb 2010 ~ 19 Feb 2010
Media placement: TV Report - SBS TV, YTN, MBN, Dong-a TV, Korea Economic TV, KTV - 18 Feb 2010 ~ 13 May 2010
Media placement: By-lined Articles - Chosun Ilbo(No1. Media) - 27 Feb 2010
Media placement: Full-page Cover story - Chosun Ilbo(No1. Media) - 11 Mar 2010
Media placement: TV Campaign - KBS TV - 29 Mar 2010 (annual planning)
Media placement: KOL Interview - Maeil Economic Newspaper, Chosun Ilbo - 15 April 2010 ~ 1 Sep 2010
Media placement: Online Program - Chosun.com - 28 April 2010 ~ 24 May 2010
Media placement: Feature Articles - Chosun Ilbo, Dong-a Ilbo, Herald Business, Asia Economic Daily, etc. - 5 Agu 2010 ~ 31 Agu 2010
Media placement: TV Report - KBS TV - 11 Agu 2010
Media placement: TV Campaign - EBS TV - 4 Nov 2010 (during G20)

Summary of the Campaign
Every 24 seconds in Korea, someone is transported by ambulance for emergency care. Reaching people in cardiac arrest and other emergencies within minutes can mean the difference between life and death. But as cars increase in the nation, traffic congestion brings ambulances to a stand-still. Many of Korea’s drivers are not aware of yielding protocol, and delays are taking an enormous death toll.

Through the "Moment to Save" public awareness campaign, a Korean communications consortium is educating drivers on what to do when they encounter ambulances. The program is institutionalizing a message about the life-saving implications of yielding, and backing this up with enforcement procedures, laws and penalties for drivers who do not comply.
The strategy has been to bridge the knowledge gap among drivers through education grounded in research and wrapped in a simple message:
"When you take a moment to make way for an ambulance, you may save a life."

Korea’s National Emergency Management Agency credits the campaign with raising awareness of the issue and changing behaviour. New surveillance tools now required in all ambulances help capture violations, and new legislation "Ambulance Act" calls for violators to receive up to five years of imprisonment and significant financial penalties.

The Situation
As Korea experiences remarkable growth and economic development, there are more cars on the road, more traffic jams, and more split-second decisions that must be made by drivers on important road safety issues like yielding in emergencies. Ambulance yielding is a critical issue in Korea as awareness of the need to let these vehicles through has been low, with little or no instruction to drivers about the life-saving implications of yielding. Ninety-eight percent of emergency patients suffering heart attacks die, and slow response time is a key contributor. Regaining this time is at the core of "Moment to Save."

The Goal
• Among drivers and society, seed message of life-saving implications of yielding to ambulances on the road.
• Set the stage for tough penalties for drivers who do not yield.

Research from the National Emergency Management Agency (NEMA) shows that in two in three cases, ambulance response time exceeds the critical life-saving window of five minutes. At the same time, academic research showed 70 percent of drivers had no idea what to do when an ambulance was trying to get through.

Target audiences are drivers, public safety officials and legislators, media and other health and safety opinion leaders.

The Strategy

With the medical community and patients in dire need of a solution and drivers in need of education, the core strategy has been to bridge the gap with a strong educational campaign grounded in awareness research and wrapped in a simple and compelling package.

To accomplish this, we employed the following strategies:
• To underscore the critical nature of this issue, conduct primary quantitative research among drivers to further assess awareness of ambulance-yielding protocol and inform communications.
• Instruct and engage audiences around the message: "Moment to Save," which summarizes the proposition that "When you take a moment to make way for an ambulance, you may save a life."
• In addition to the National Emergency Management Agency (NEMA), form partnerships with Korea’s largest news outlet Chosun Ilbo along with public television to seed the message into public consciousness.
• Work with police to incorporate education into driver’s license process.

Execution
• Developed online survey of 1,000 drivers to establish knowledge and current behaviours to ambulances on the road; results packaged for exclusive first release by media partner Chosun Ilbo.
• Negotiated tie-in with Korean public television SBS to feature programming on the topic.
• Created video to show slice-of-life from ambulance staff perspective to use throughout campaign.
• Utilized NEMA channels such as outdoor and broadcast advertising to feature Moment to Save messaging and visuals.
• Working with police to prominently incorporate instructional content into driver’s license application process.
• Produced and distributed through NEMA and Chosun Ilbo and their websites Korea’s first and only driver instruction manual with graphics on how to respond in situations.
• Created motion graphic (from manual) for outdoor instructional video featured throughout Seoul.
• With Chosun.com, created online program featuring interactive educational flash game and a signature-seeking campaign promising yielding for ambulances.

Documented Results
Among drivers and society, seed message of life-saving implications of yielding to ambulances.
• Full-page cover story in Chosun Ilbo, yielding 1.8 million readers.
• Reached more than 3 million readers daily through Chosun.com.
• To date, more than 156 articles and stories have run, reaching nearly 80 million people and delivering US$3 million in PR value.
• NEMA officials credit the campaign with raising awareness, changing attitudes and driver behaviour.
• With successes in Seoul, the campaign is now moving into other parts of Korea.

Set the stage for tough penalties for drivers who do not yield.
• NEMA had CCTVs installed in 100 percent of ambulances nationwide as the foundation for identifying and imposing strict penalties on drivers that do not yield for ambulances.
• New legislation (“Ambulance Act”) calls for violators to receive up to five years of imprisonment and nearly US $9,000 of financial penalties.