Breakpoint

The Challenge
30% of road deaths are due to driver fatigue. The Transport Accident Commission (TAC) in Victoria recommends taking a break every 2 hours, but most drivers take the risk and push through.

The Idea
Breakpoint - showing you something worth stopping for.

Using traffic data, we identified the country’s most travelled and high-risk routes. And then searched social media channels for images that matched the area. We also mobilised influencers to go out and capture key locations to take the perfect instagram shot, on route to our busiest roads during winter (towards the Victorian ski slopes). Using OOH, we then placed messages talking to encouraging people to stop, take a break and gain a shot worthy for Instagram, all encouraging people to take a break when they wouldn’t have before.

This was supported by an online website that helped map trips, with these key locations to take a break and get the perfect Instagram shot outlined.

The Results

Not only did our campaign give drivers an instaworthy reason to take a break, it also resulted in 83% education in fatales in the identified areas.

The role I played:
I was responsible for the social ideation component, as well as the social strategy and paid media planning and execution. In addition to this, I managed the team who executed the influencer selection, management, and content creation - as well as the team who carried out the paid media flighting and results analysis.