In a bid to help reduce South Australia’s growing road fatalities, QBE Insurance has enlisted school children to front a moving campaign highlighting the importance of road safety.
South Australia has the highest road toll per capita within Australia with 100 fatalities recorded last year, a 16% increase on the previous year.
To address this, QBE and The Core Agency invited a class of Adelaide school children, to not only appear in the integrated campaign but to also help create it. Working with The Glue Society director Pete Baker, the children created and starred in a film, which was then screened to their parents at a special event at their school, which was also recorded as part of the campaign.
The campaign features children sharing photographs of their treasured family moments before the photos are seen crashing into trees, lamp posts, and each other. The slow-motion film aims to showcase the devastation a vehicle impact can have on the people, and families, involved.
The campaign aims to draw on the emotional connection between the parents and their children and employs the insight that people are more likely to make positive changes when their kids ask them to.
Christian Finucane, founder and creative partner at The Core Agency, said, "Road safety is a vital topic that demands personal relevance to truly engage people. Engaging children as the voice for the message gives the work a huge emotional impact."
Bettina Pidcock, chief customer officer at QBE Australia & New Zealand, said, "There's nothing more important than keeping our roads safe for everyone. We hope the authenticity of this content will help this critical message cut through to drivers and encourage them to make small commitments to changing their behaviour.”
The campaign will run across TV, press, digital, social and online channels.