The Community Against Preventable Injuries Promo PAVEMENT PATTY by Wasserman + Partners

PAVEMENT PATTY

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market Canada
Agency Wasserman + Partners
Creative Director Liam Greenlaw
Art Director David Harrison
Account Supervisor Neil Mailk
Released September 2010

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: THE COMMUMITY AGAINST PREVENTABLE INJURIES
Product/Service: RISK OF INJURIES AWARENESS
Agency: WASSERMAN + PARTNERS ADVERTISING
Date of First Appearance: Sep 6 2010
Entrant Company: WASSERMAN + PARTNERS ADVERTISING, Vancouver, CANADA
Creative Director: Liam Greenlaw (Wasserman + Partners)
Associate Creative Director/Copywriter: Allen Forbes (Wasserman + Partners)
Art Director: David Harrison (Wasserman + Partners)
Account Supervisor: Neil Mailk (Wasserman + Partners)
Account Director: Pauline Hadley-Beauregard (Wasserman + Partners)
Executive Director: Kevin La Freniere (The Commumity Against Preventable Injuries)
Production: Heidi Nucklaus (Wasserman + Partners)
3D Illustrator: Stephen Dittberner (Stephen Dittberner Illustration)
Media placement: Outdoor Promo Campaign - Vancouver, BC School Zone - 6 September 2010

Describe the objective of the promotion.
Each year, thousands of children across British Columbia head back to school in September. And drivers are once again reminded with signs and initiatives to slow down around schools and obey speed limits. Everyone knows they should slow down and pay attention, but time-challenged parents picking up and dropping off their kids were still speeding. The objective was to create awareness and conversation about school zone road safety in B.C. during back-to-school week as part of a year-round campaign to shift attitudes on preventable injuries.

Describe how the promotion developed from concept to implementation.
We wanted to catch people in the moment of highest risk. So a school zone was chosen and signs with the message “You’re probably not expecting a child to run into traffic.” with a 3D optical illusion of a little girl chasing a ball into the street was placed immediately before and after the school zone. The image was achieved by applying a vinyl anamorphic image to the road surface that appeared gradually when a driver approached. Simultaneously, we posted on the preventable blog, Twitter and Facebook. We also invited the press to a media launch.

Explain why the method of promotion was most relevant to the product or service.
The Community Against Preventable Injuries is designed to raise awareness and ultimately change behaviours. Its goal is to significantly reduce the number – and severity – of injuries that are 100% preventable. The key for the success of Pavement Patty was in placing the message where the risk of injury was highest. Past executions, for example, focused on placing jaywalking signage at traffic lights, or messaging about drowning at the beach. We needed to speak to drivers the same way—at the school zone itself. By telling people a preventable injury probably won’t happen, we let them draw their own conclusions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our objective was to engage British Columbians about school zone safety, but we ended up engaging the entire world. Over 68 stories, including CNN.com, ABCnews.com, BBC (UK), Fox, Sky News, CBC, Global, CTV, and countless blogs, covered the illusion. The story reached as far as New Zealand, Russia, Japan and India. National press such as CBC and CTV followed the international developments. The campaign achieved 67 million impressions worldwide, including 1.35 million YouTube views, and $10.8 million in earned media, conservatively estimated.